I was recently asked the question; do I really think people over the age of 40 will participate in F-Commerce or social commerce? My immediate response was, that it was not an age related behavior question but rather a user behavior question. There are two behaviors that would make a mom an obvious candidate for F-Commerce. Firstly does she already purchase goods online, ecommerce, and secondly is she buying Facebook credits inside Facebook games such as Farmville or Cityville? If the “mom” is both, buying goods online and buying Facebook Credits, she is clearly comfortable using her credit card inside Facebook.
Facebook Credits are worth watching, as they are the mandatory currency inside Facebook games for virtual goods as of July 1, 2011. The U.S. virtual goods market is expected to hit $2.1 billion in revenues in 2011. In 2010, 58% of the virtual goods market was female and 42% male, according to Inside Games. The age demographic for virtual goods purchase does skew a bit younger as the chart from Inside Games demonstrates.
With the launch of Facebook Deals in 5 cities, anyone using Facebook Credits is now a candidate for F-Commerce since Facebook Credits can now be used for the first time with the purchase real goods through Facebook Deals.