More than 50% of social media users shop online, and their favorite platforms are:

Recently, an organization conducted a survey on 1,400 social media users in the United States . The data showed that more than 50% of social media users have made online purchases through social media, and most consumers prefer to shop on the social media platforms they frequently use. This is probably a matter of familiarity.

Survey data shows that 48% of respondents have purchased at least one product through social media, and 67% of respondents said they made a purchase after clicking on a social media ad and entering a shopping page. The main force of purchases is respondents aged 18-24, which is mainly related to their use of more social media software for communication.

In fact, whether consumers choose to shop directly or click on ads to enter the shopping page, Facebook accounts for a very large proportion. Among the respondents who have shopped through social media, 34% said they used Facebook for shopping, followed by Instagram at 23%, Twitter at 4%, Pinterest at 3%, TikTok at 3%, and Snapchat at 2%. In addition, 13% of users said they used other smaller social media, such as live broadcasts, to shop.

The survey also shows that the product categories that consumers most like to buy on social media include video games and accessories (44%), toys and hobby products (29%), jewelry and watches (26%), clothing and accessories (25%), and e-books and audiobooks (23%).

When shopping on social media, store discounts are the biggest factor influencing people's shopping decisions, accounting for as much as 68%, and may even determine whether consumers want to make a purchase; the second is recommendations from friends, which account for 51%; in addition, product reviews and guarantees provided by consumer platforms are also important factors influencing consumers' shopping decisions.

Sellers should also pay attention to the aspects that consumers pay more attention to when shopping, such as the popularity of social media platforms, target groups, and sales categories. These all require investigation, and targeted selection of suitable platforms for brand marketing in order to truly achieve the purpose of marketing and sales.

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