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1、CONSUMER INSIGHTS Q2 2024The State of Social ShoppingAuthor:Elizabeth Pun,Contributing Writer Research:Cheryl Zajac,Executive Director,Client InsightsQ220 24ContentsIntroduction.3Methodology.401 A Comprehensive Role in Modern Shopping.502 TheInfluenceofFriendsandFamily.1403 Authenticity Is King.2204

2、 Security and Privacy in Social Commerce.27Conclusion:Meet Shoppers Where They A 2IntroductionAsonlineshoppinghasbecomealastinglifestylefortodaysconsumers,socialmediahasgrownintoourvirtualshoppingmall.Userschanceuponnewproducts,encounterinfluencerrecommendations,seekreviews,makepurchases,andengagewi

3、thfriends,creators,andbrandsturningtheseplatformsintoanall-in-onedestinationblendingentertainment,connection,and commerce.Socialmediaisnowacentralmarketplaceencompassingandblurringallphasesoftheshopping journey.Brands that understand where and how consumers are navigating this experience,frominspira

4、tiontopost-purchaseengagement,willstandoutamongtherest.Tohelpyouachievethatgoal,wesurveyedover1,000consumersforinsightsyoucanuse to reach and engage customers in this evolving social landscape.1,014U.S.Shoppers S 3MethodologyBizrate Insights surveyed 1,014 U.S.social media users in July 2024 to unde

5、rstand their attitudes and behaviors toward social commerce.IdentityA 4A Comprehensive Role in Modern S 5The Shopping Tool From Start to FinishSocialmediainfluencestheentirecustomerjourney,fromproductdiscoverytopost-purchasebehavior.Nearlyall consumers(90%)discover new products on social media,andth

6、emajorityofsocialmediausers(66%)havecompletedapurchasethroughasocialplatform.Theresacleargenerationaldivideinpurchasehabits,with84%ofthoseaged18to29havingpurchasedthroughsocialmedia,comparedto47%ofcustomersover65.Infact,aboutathirdofshoppersaged18to29makepurchases through social media at least weekl

7、y.01 A Comprehensive Role in Modern ShoppingPercentage of Shoppers Whove Purchased Through Social Media by Age32%ofthoseaged18 to 29 make purchases through social media on a daily or weekly basis 6ofshoppers discover new products on social media90%01 A Comprehensive Role in Modern S 7Use a Multi-Pro

8、nged Approach to Reach New Customers Shoppers encounter new brands and products through a variety ofsources,andbrandsthatleverageahybrid(paidandorganic)strategy,aswellasmultipletypesofcontent,canboosttheirchancesofgainingattention.When shoppers were asked how they most commonly discover newproductso

9、nsocialapps,thetwoanswerstiedfornumberoneweretargetedads,andpostsfromfamilyandfriends(42%each)aninterestingjuxtapositionofapaidandorganicapproach.Self-researchcameinnext(39%),followedbysponsoredcontentfrominfluencers(33%),influencerrecommendationsthatarenotsponsored(27%),and organic content posted b

10、y brands(25%).01 A Comprehensive Role in Modern ShoppingMost Common Ways Consumers Discover New P 8Social Media Is the New Search EngineConsumers are increasingly using social media in thesamewaytheyduseGoogle.Nearlyhalf(44%)ofAmericanssearchforreviewsonsocialmediatoinvestigate products or brands,wh

11、ile over a third use ittosearchforandresearchnewproducts(39%),compareprices(35%),andhuntfordiscounts(35%).Younger generations are driving this trend in social search.Consumers under 29 are more than twice as likelytousesocialmediaforresearchingproductscomparedtoshoppersover65.01 A Comprehensive Role

12、 in Modern ShoppingTop Ways Customers Use Social Media While S 9Infact,shoppersunder29primarilyusesocialmediaover Googletolearnaboutnewbrandsorproducts.YouTube(61%)isthenumber-onechanneltheyusetolearnaboutnewproductsandbrands,followedbyTikTok(54%)andInstagram(52%).This demographic is also more than

13、twice aslikelytouseTikTokandInstagramfordiscoveringnewproductscomparedtoconsumersovertheageof55.More traditional channels,like TV and browsing in store,arestillinthemixforhowoldergenerations(over55)tend to learn about new products,which requires a more integratedmarketingapproachforbrandstargeting t

14、his demographic.01 A Comprehensive Role in Modern Shoppingofshoppers 18 to 29 years old use YouTube to learn about new products or brands61% 1001 A Comprehensive Role in Modern Shopping*Percentages are the top channels per ageWhere Do You Most Frequently Learn About New Brands,Products,or Services?

15、11A Little Less Instant,a Bit More ResearchUpondiscoveringyourproduct,itslikelyshoppersaretakingabeat(ifatleastashortone)todomoreresearchbeforedecidingtobuy.Themajority(63%)sayittakesseeingaproduct2to3timesonsocialmediabeforetheydecidetopurchase,while29%sayittakesfourtimes or more.Thegreatestfactori

16、nashoppersdecisiontobuyis“brandreputationorfamiliarity.”Nextarepromotions,commentsandreviews,andrecommendationsfromfamilyandfriends.01 A Comprehensive Role in Modern S 12QUICK TAKEAWAYAs more shoppers conduct their own research,aim to educate and build trust by offering valuable,informative content

17、on preferred apps,engaging with reviews and users,and layering in sales or special offers to incentive consumers to purchase.01 A Comprehensive Role in Modern ShoppingRANKED MOST INFLUENTIALLEAST INFLUENTIALTop Factors Influencing Social Media Purchase Decisions 1 Brandreputationorfamiliarity 2 Disc

18、ounts and promotions 3 Comments,reviews,orfeedback 4 Recommendationsfromfamily/friends 5 Privacy/datasecurity 6 Brand advertisements 7 I 13TheInfluence ofFriendsandF 1402 TheInfluenceofFriendsandFamilyNothing Beats Your Personal CircleInfluencersplayasizableroleintheshoppingjourney,buttheopinionsoff

19、riendsandfamilyonsocialmediaare unmatched in generating product interest,trust,and ultimately,the decision to purchase.Awhopping81%ofconsumerssaytheirperceptionsofaproductareinfluencedbyseeingitlikedorsharedbyfriendsorfamily.Over40%sayitencouragesthemtolearnmoreabouttheproduct,overathird(36%)sayit i

20、ncreases their trust,and over a quarter(29%)say it 15ofconsumerssaytheirperceptionsofaproduct areinfluencedbyseeingitlikedorsharedbyafriend orfamilymember81%02 TheInfluenceofFriendsandF 1602 TheInfluenceofFriendsandFamilyFriends and Family Get Shoppers to BuyMostimportantly,themajority(63%)ofconsume

21、rsregularlydecidetobuybasedontheactivityoffriendsandfamilyonsocialmedia(e.g.,postedrecommendations,comments,tags,or shares).This isespeciallytrueforyoungerconsumers,with77%ofages18to29and74%ofages30to39doingso.Asforthetypesofcontentfromfriendsorfamilythatgetthemtobuy,seeingtheproductinreallifeisthem

22、ostinfluential,followedbydiscountcodes,evidenceofapositiveimpactontheirlifestyle,andcomparisons with other products.How Often Do You Make a Purchase Based on a Friend or Family Members Activity on Social Media?(%Always/Often/Sometimes) 17QUICK TAKEAWAYConsider how you might incorporate referral prog

23、rams,encourage sharing among personal networks,and leverage user-generated content and testimonials from customers to enhance social proof.02 TheInfluenceofFriendsandFamily 1 Posts showing the product inareal-lifecontext 2Discountcodes/affiliatelinks 3 Postsabouttheproductspositiveimpactontheirlifes

24、tyle 4Comparisonswithotherproductstheyveused 5Livedemos/tutorials 6Postswhereyouretaggedormentioned 7Unboxingvideos/firstimpressionpostsRANKED MOST INFLUENTIALLEAST INFLUENTIALMost Influential Content From Friends and Family on Purchase D 1802 TheInfluenceofFriendsandFamilyThe Compounding Influence

25、of Your Social CircleToillustratethesnowballingpoweroffriendsandfamilyonsocialmedia,datarevealsthat65%ofshoppersalsofollowandtrustinfluencerrecommendationsfromfriendsandfamily.Topreasons include this expands their knowledge(49%)they value theirnetworksopinions(48%),ithelpsthemdiscoversharedinterests

26、(40%),andtheirfriendsandfamilyknowwhattheylike(33%).Infact,overathirdofAmericanshoppers(34%)trustinfluencersrecommendedbyfriendsandfamilymorethanonestheyvefoundon their own.Young consumers under 40 especially place greater trustintheseinfluencerrecommendationsoveronestheyveself-sourced(about43%).I t

27、rust their opinions,and they know what I like.If theyre telling me about it,I probably will like it.U.S.consumer(female,30 to 39 years old)Motivations for Following Influencers Recommended by Friends and F 19ofshoppersfolloworcheckoutcontentcreators/influencersrecommendedbyafriendorfamilymember65%02

28、 TheInfluenceofFriendsandF 2002 TheInfluenceofFriendsandFamilyWhenshopperstrustaresource,theyreexcitedtoshareit.Forty-fourpercentofshopperssharecontentfromtrustedcontentcreatorswithfriendsorfamilyeverymonth,while28%shareatleastweekly.Thisfrequencyhikesupforyoungerconsumers,withnearlyhalf(46%)ofshopp

29、ersunder30and38%ofages30to39sharingdaily or weekly.QUICK TAKEAWAYWhen partnering with content creators,ask that they encourage their followers to spread the word to friends and family who can benefit from your product or 21Authenticity Is K 2203 Authenticity Is KingTrust and Relatability Win OutAbou

30、thalf(49%)ofshoppersmakepurchasesfrominfluencerrecommendations.Influencermarketinghasbecomeanintegralpartofthebuyingjourneyforyoungerconsumers(18to29),whoarefourtimesaslikelyasthoseover65tobe“influenced.”Take note,however,that shoppers on social media are ultimately more keen to open their wallets b

31、ased ontheadviceofcreatorsregardedastrustedexpertsandwhofeelrelatable,ratherthanrecommendationsbycelebrities.Andagain,dataconfirmsthatfriendsandfamilyaresecondtonone.How Often Do You Make Purchases Based on Influencer Recommendations?(%Always/Often/Sometimes) 23ofshoppersmake purchasesbasedoninfluen

32、cerrecommendations49%03 Authenticity Is K 2403 Authenticity Is KingKey Influencers on Social Media Purchase DecisionsRANKED MOST INFLUENTIALLEAST INFLUENTIAL 1 Friendsorfamily 2 Subject-matterexperts 3 Local business or brand accounts 4 Trustedindividualsormicro-influencers 5 Global/nationalbrandacc

33、ounts 6 Communityleadersorlocalinfluencers 7 Popular celebrities QUICK TAKEAWAYWhen creating content or working with partners,prioritize authenticity by leaning into user-generated content that builds trust and feels authentic and 2503 Authenticity Is KingInvite Customers to Participate in Community

34、Socialmediaisthehubthatnotonlyfacilitates,butalsofeedsbackintotheshoppingjourney,whichmeanspost-purchaseengagementisacrucialpartofthemodernsalesandmarketingstrategy.Giventhepowerofreviews,UGC,andrecommendationsfromwithinonespersonalcircle,brandsmusttapinto what motivates shoppers to share about thei

35、r personal experiences online.Inthespiritofconnectedness,altruismemergesasthetopmotivatorforshoppers,withnearlyhalfofconsumers(47%)sayingtheyredriventosharetheir shopping experiences because they want to helpothersmakeinformeddecisions.Overathird(37%)enjoytheopportunitytogivedirectfeedbackto the bra

36、nd,33%are excited to share their personal thoughts,and 30%are incentivized by rewards or recognitionfromthebrand.QUICK TAKEAWAYEngage customers by inviting them to share their feedback and contribute their valuable thoughts to their online community.Motives for Post-Purchase Sharing and Brand Intera

37、ction on Social M 26Security and Privacy in Social C 2704 Security and Privacy in Social CommerceSecurity Remains a Top PriorityWhen it comes to making a purchase on a social media platform,over70%ofconsumersexpressconcernsaboutscamsorfraud.Overhalf(54%)areworriedaboutproduct quality and authenticit

38、y,and 47%are uneasy about data privacy.Concernsaboutbeingscammedsignificantlyincreasewith age.Consumers over age 55 are twice as likely to beconcernedaboutscamsorfraudthanconsumersaged 18 to 29.QUICK TAKEAWAYAs social shopping only continues to grow,and bigger brands likely win over older customers

39、through brand familiarity and reputation,these levels of trust may evolve as well.Put shoppers at ease now by implementing robust security measures,such as verified purchase badges,secure payment options,and transparent data policies.Clearly communicating your security policies can gain your brand a

40、 competitive edge.ofshoppersareconcerned about scams orfraudwhenshoppingon social media71% 28Top Concerns Around Buying on Social Media04 Security and Privacy in Social Commerce65+55-6440-5430-3918- 29Conclusion:Meet Shoppers Where They AreTodaysbrandsmustnotonlymeetconsumerswheretheyspendtheirtime,

41、butalsounderstandhowtheyrenavigatingthisspace.Optimizeyoursocialmediapresenceforeverystageoftheirshoppingjourneyswiththerightsteps,includingthefollowing.IntegrateIncorporate paid and organic tactics in your social media marketing strategy,as both are crucial and complementary in reaching new custome

42、rs.EducateOffer informative,compelling contenton YouTube,TikTok,Instagram,and Facebook to reach younger consumers who are researching products on these platforms.ShowcaseMaximize UGC and testimonials to increase social proof.Highlight content demonstrating the product in real life,and activate partn

43、ers to share discount codes or affiliate links through their content.IncentivizeDevelop a robust referral program that encourages sharing among friends and family,as nothing beats word of mouth from ones own social circle.ReassureClearly communicate your transparent data policies,secure payment opti

44、ons,verified purchase badges,and any other measures to reassure social shoppers about your product quality and attention to 30Build a Winning Customer Experience StrategyBrandsmustnurturetrustthroughauthenticityateverystageofthecustomerjourney.Nowisthetimetoensureyouhaveallthetoolsinplaceto:Listen t

45、o your customers Understandtheirneeds,preferences,andconcerns DelivermeaningfulexperiencesthatresonateWe deliver reviews,ratings,and customer verbatims to build a deeper,more emotional connectionwithshoppersthatwillkeepthemcomingbackformore.See how Bizrate Insights can work for you at 2024 Bizrate Insights Inc.All rights reserved.|BCC-162