UK social e-commerce trends revealed, home products are the most popular?

According to foreign media reports, the data platform Channel   Factory 's research report reveals the current user preferences of social media in the UK and the shopping trends of social e-commerce from aspects such as content sharing and shopping trends .

The research report shows that YouTube is the most used social media platform by British users , with 88% of respondents having used it since 2020 , and 93% of Generation Z adults (18-29 years old) . In addition, 73% of respondents have used Meta , followed by Tik Tok (54%) and Snapchat (51%).

Data shows that Gen Z users are four times more likely to use YouTube than Snapchat and   Meta remains the most popular social media platform among millennials .

Looking at the current shopping habits trends of social e-commerce in the UK , Meta Image Ads are the first choice for users to shop on social media , accounting for 32% . Among millennials, 41% of respondents made purchases due to meta image ads , while 35% were more driven by meta video ads .

When it comes to shopping on social media platforms, the Gen Z respondents said they would be influenced by advertising content, including Meta Image Ads ( 40% ) , Tik Tok video ads ( 40% ) , and YouTube video ads ( 32% ) . Among all respondents , 44% of respondents believe that Meta is the easiest shopping platform, followed by YouTube (25%).

The differences in preferences of British people of different ages on social media are very obvious, especially in terms of advertising sharing behavior. When Millennials and Generation X (45-60 years old) see a brand video ad that may be relevant to their friends and family , 64% of respondents will share it with friends and 57% will share it with family. Generation Z users are more likely to share advertising content and product recommendations that they find " interesting " ( 59%) or " creative and cool " ( 57%) .

In addition to highly entertaining content , 35% of respondents said they also pay attention to new and surprising things on YouTube .

In terms of content preferences among generations, in addition to music and entertainment, home-related content (such as lifestyle and family) on different platforms is also very popular . For example, those who watch this type of content on YouTube are : Generation Z ( 44% ), Millennials ( 31% ), and Generation X ( 37%) ; on Tik Tok ,   On Tok : Generation Z ( 47% ) , Millennials ( 41% ); on Meta : Generation Z (47%) , Millennials ( 56%) .

In addition, using Tik   Gen Xers on Tok prefer beauty ( 30% ) and sports-related content ( 30% ), while Gen Xers on Meta are more likely to watch sports events (35%).

Only by understanding the consumption preferences of different groups can we promote products more targetedly. Sellers need to keep up with the trends to provide content and products that can be converted into sales.

U.K.

Social e-commerce