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08:29 21st July 2011
Only a few retailers are standing out from the rest by using Twitter to engage with their customers, according to Professor Joshua Bamfield, director of the Centre for Retail Research.
"My understanding is that it's a sharply segmented market. Most of the large retailers put a lot of effort into social media," he said.
His comments emerged as research from Virgin Media Business into retailer use of Twitter showed that of 500 British retailers surveyed, only nine per cent said they have used it for business purposes.
The survey also showed 36 per cent have used other platforms such as Facebook and blogs.
"I would have thought that these figures are an underestimate of what the multiple retailers are doing," the expert said.
"It's probably true that the smaller stores have not got on this bandwagon yet, but this may simply reflect the fact that they're very busy, they don't have the skills and they don't see why they should bother," he added.
Posted by Derek Oldman
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