Social media has become a more popular path to purchase according to new research which indicates that 63% of shoppers have previously clicked on a social media ad.
According to the survey of 4,500 shoppers across eight countries by digital company Episerver, 33% of social media users have previously made a purchase based on a social media ad.
In addition, 17% of online shoppers are now making multiple voice purchases a month. However, security was still a dominant issue for 43% of respondents for not making purchases via voice-enabled devices.
“Where voice commerce currently lacks, social commerce excels,” said Ed Kennedy, senior director of commerce at Episerver.
“Our data indicates social media drives purchases and has massive sway over younger consumers. It has evolved from networks’ early testing of primitive ‘buy now’ buttons to a native part of people’s everyday lives in which scrolling quickly turns into shopping. Retailers looking to prioritize efforts for the remainder of the year need to look at what is currently working and who is helping drive awareness and ultimately purchases.”
The study also shows that influencer marketing seems to be working with 52% of online shoppers having previously clicked on an influencer’s post and 31% making a direct purchase from a post.
Interestingly, the near same percentage of shoppers are using social media to get a product inspiration (12%) compared to those using a brand’s website (11%).
For retailers and brands, this provides an opportunity to target shoppers via social media.