Social commerce soars as 61% of 25-34-year-olds buy on social media

-More than a third of all American consumers (39%) have made a purchase on social media and would do so again.

-81% of parents with children under the age of 18 are interested in social commerce.

-One in 10 consumers avoids brand social media pages.

CHICAGO, June 2, 2022 / PRNewswire / – The COVID-19 pandemic has accelerated consumer adoption of online shopping, including social media shopping, as more than a third (39%) of all U.S. consumers say they have made a purchase at social media and they would do it again. With 90% of consumers aware of branded pages / accounts on social media, and only 10% of those who claim to avoid branded social media pages, the opportunity for interaction is huge.

Katie HansenRetail and e-commerce analyst at Mintel said:

“Social commerce is the next evolution of e-commerce and will benefit from the intensive use of online shopping by Americans in recent years. As with the adoption of online shopping, consumers will need time to feel comfortable buying items through social media, and even more time for them to do so on a regular basis, but the category will see a boost as a result of increased engagement from younger consumers as they reach adulthood and make more money. Social media will in no way replace traditional e – commerce or in – store shopping, but it will become a key part of your shopping repertoire, “said Hansen.

Security and trust remain major barriers to social trade

While consumers are increasingly curious about social commerce, barriers such as data security and shipping prevent some from participating. Two out of five (38%) consumers say they have not made a purchase directly on a social media platform due to a lack of confidence in the security of their payment information, while 23% say it is because they are concerned that they will never receive their payment. payment information. buy. This indicates that education on social trade is still needed.

“As with any new concept, consumers still need a good amount of education and peace of mind about the process, as they are concerned that their data is unsafe and / or that they will never receive the item they are buying. Brands will have to prove to consumers how shopping on social media is quite similar to shopping through a website or mobile app and how, in fact, social commerce can further streamline the process, ”Hansen continued.

Consumers want to be reflected in a brand
Mintel’s research shows that social media can be a perfect way for brands and consumers to connect. Consumers from different backgrounds are interested in social commerce, the most prominent being parents with children under the age of 18 (81%), millennials (81%), Generation Z (68%) and black consumers (62 %). In addition, almost three out of 10 black (29%) and Asian (27%) consumers search for products on social media but shop on a website. This is true for about a quarter of white (24%) and Hispanic (21%) consumers. This shows a significant percentage of consumers leaving social media to shop and indicates how important it is for brands to represent consumers from all walks of life to encourage shopping.

“Actions for diversity, equity and inclusion are not ‘pretty’, but ‘a must’ today if brands want to connect with consumers. Brands need to make sure they are making their social feed diverse to show their customers. that takes diversity seriously, cares about its consumers, and offers products and solutions that meet a diverse list of needs, which can involve posting on social media with diverse models, talking about charitable efforts that support communities of color, or highlighting internal operations. intended to hire and promote employees of color.

“Consumers want to be portrayed in the efforts of brands as they are more likely to feel that the brand is for them, but a smooth and reliable experience is the first critical piece to encourage them to buy. Brands should take note of this desire and make a conscious effort to highlight different people in their social posts to better connect with their consumers, ”Hansen concluded.

Additional research on social trade trends and interviews with the analyst are available upon request Mintel Press Office.

FONTE Mintel Group, Ltd.

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