Social media & Shopping Behaviour

New research from Influenster, a Bazaarvoice company, looks at social media and shopping behaviour. The data was taken from 17th June 2020 – 19th June 2020 and involved 3,232 UK members.

COVID-19

  • The majority of respondents agreed that their social media consumption (82%) has increased during ‘stay at home’/quarantine. Instagram is the platform they have consumed the most (46%) during this time.
  • 63% of respondents said that they shopped via social media prior to the pandemic and quarantine.

Shopping Behaviour

  • 87% of respondents selected social media as the most common channel to get information about a brand and its products followed by the brand’s website (44%), email (39%), digital advertising (25%), WOM (23%), blogs (18%), TV advertising (10%), in-store promotions (9%), direct mail (7%), text messages (3%), and podcasts (2%).
  • 59% of respondents prefer shopping directly from a brand’s website, 54% preferred retailer sites, 31% of respondents prefer shopping from links that influencers provide, 25% prefer shopping from social media platforms, 16% prefer ordering online and then picking up in-store, and 9% said that they only shop in-store.
    • Of the respondents who prefer shopping on social media, 92% shop from Instagram followed by Facebook at 39%
    • Of the respondents who prefer shopping from social media influencers, 38% of respondents shop from links provided by nano influencers (1K-10K followers) 37% said micro-influencers (10k-100k), 30% said known experts, 28% said mega influencers (500K-1MM), 27% said macro influencers (100K-500K), 17% said celebrities, and 3% said none of the above.
  • Respondents always (33%) or sometimes (48%) start their shopping with search (Google, bing etc.). 57% of the respondents use text results for search and 43% use image results.

Purchase decisions

  • 72% of respondents agree/strongly agree that social media plays a crucial role in impacting their decision to consider a brand and 66% agree/strongly agree that a brand’s social media presence influences their decision to purchase from a brand.
  • 76% of respondents agree/strongly agree that reviews from social media influencers impact their decision to consider a brand and 74% of respondents agree that reviews from social media influencers, impact their purchase decisions.
  • 76% of respondents agree/strongly agree that social media posts from their friends & family advocating a brand/product influence their decision to consider a brand and 73% of respondents agree/strongly agree that social media posts from my friends & family advocating a brand/product influence my purchase decision.
  • 72% of respondents visit a brand’s social media pages before making a purchase.
  • 36% of respondents indicated that most of their new purchases come from the discoveries they make on social media.

Brand engagement

  • The most popular ways that respondents have engaged with a brand via social media include: 1. by following them (72%), 2. via an influencer who recommended/shared that brand or one of their products (68%), 3. searched for that brand on social media (52%), 4. shared their opinion of the brand and/or their products (50%), and 5. Clicked on a brand post that appeared in their feed (50%).
  • The most popular ways that respondents frequently engage with brands now include: 1. by following them (66%), 2. via an influencer who recommended/shared that brand or one of their products (57%), 3. searched for that brand on social media (43%), 4. shared their opinion of the brand and/or their products (42%), and 5. Clicked on a brand post that appeared in their feed (39%).
  • The quality of content (71%) and strong visual & video content (54%) are the top reasons for why respondents engage with a brand on social media.

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