“It doesn’t make sense to invite an anonymous person over to your house to test drive your car”
Marketplace taps Facebook's social graph to facilitate trading within a user’s extended community -- friends, neighbors, co-workers and mutual friends. Greg Sterling, Senior Analyst Opus Research, says "Oodle is evolving the classifieds model with its new social marketplace, which also creates expanded buying and selling opportunities beyond those that exist today through conventional channels."
In a recent online survey commissioned by Oodle and conducted by Harris Interactive from December 7-9, 2010, 69 percent of American adults stated they would rather give away or share unneeded items with friends or acquaintances who would reuse them, rather than sell them online for a profit. This type of trading, which is motivated more by social good than financial reward, is challenging to do with just email or with status updates.
Marketplace also uses Facebook to establish a user’s real identity. Anonymous online transactions in traditional classifieds marketplaces lend themselves to bad behavior -- from serious fraud and safety issues to flakey actions such as no-show meetings. The issues with traditional classifieds have led to an increasing number of people seeking a new solution. According to the Harris survey, 43 percent of American adults would prefer to sell to someone they know, such as a friend or acquaintance.
“It doesn’t make sense to invite an anonymous person over to your house to test drive your car,” said Craig Donato, CEO and founder of Oodle. “It should also be easy to give tickets or toys to someone in your extended community of friends. As the Internet becomes more social, who you’re buying and selling with is as important as what you’re buying and selling.”
Oodle’s social marketplace is intended to combat the type of bad behavior associated with anonymous listings by bringing a human element back into online commerce. By using real identity and social connections, Marketplace up levels the conversation by introducing appropriate social norms and eases the tension, even fear, that often comes with the final face-to-face transaction.
Marketplace users see who is on the other end of the conversation:
- Facebook Connect hooks a user’s real identity to the listings they post.
- When someone responds to a listing via email the other party sees who they are via their public Facebook profile.
- Users see how they are connected to each other: through friends, mutual friends or a shared network (e.g., went to the same school, work in the same company).
- The new Marketplace also more clearly delineates between postings posted directly on Marketplace (which have a Facebook identity associated) and aggregated classifieds listings found elsewhere on the Internet. Oodle gives priority to postings where a real face and name are attached.
Marketplace also simplifies trading within a user’s extended community:
- Because people are motivated to help their friends, Marketplace now lets users post listings that are only visible to friends.
- The commerce experience extends beyond buying and selling and includes giving, lending and borrowing.
- When searching Marketplace, now users can easily share what they’re looking for, creating a social “want ad” only visible to friends.
- A new ‘Friends’ section and weekly newsletter helps bring people together, enabling them to browse what friends and friends-of-friends have posted.
Oodle is a pioneer in social commerce and brings a social experience to the local online marketplace. Users can easily buy, sell, lend and give with friends, friends-of-friends, and other people in their local community. Oodle's Marketplace, which has over 14M unique monthly users, is available on Oodle (www.oodle.com), Facebook (apps.facebook.com/marketplace), iPhone & Android phones (www.oodle.com/mobile) as well as dozens of other local partner marketplaces. Oodle is available in the United States (www.oodle.com), Canada (canada.oodle.com) & UK (www.oodle.co.uk).
This survey was conducted online within the United States by Harris Interactive on behalf of Oodle from December 7-9, 2010 among 2,257 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Jennifer Lauricella (Jennifer@sutherlandgold.com).
About Harris Interactive
Harris Interactive is one of the world’s leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territories through our North American, European, and Asian offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what’s next. For more information, please visit www.harrisinteractive.com.