Why Americans prefer shopping on social media

This story version has been formatted as an on-air script for broadcast outlets. See the original research story here.

BASED ON THEIR SHOPPING HABITS ON SOCIAL MEDIA, AMERICANS HAVE THE POTENTIAL TO SPEND UPWARDS OF $59 BILLION.

THAT’S ACCORDING TO A NEW POLL OF 2,000 U-S ADULTS WHO USE SOCIAL MEDIA, WHICH FOUND THAT 68 PERCENT HAVE SHOPPED THROUGH THEIR SOCIAL MEDIA FEEDS, AND THE AVERAGE PERSON WOULD SPEND A MAXIMUM OF $262 ON ANY SINGLE ITEM THEY COME ACROSS.

CONDUCTED BY TALKER RESEARCH ON BEHALF OF USER-TESTING, THE SURVEY FOUND 72 PERCENT OF SOCIAL MEDIA PURCHASES ARE UNPLANNED AND SPONTANEOUS — WITH PEOPLE BUYING EVERYTHING FROM CLOTHING (52%) TO GIFTS (33%), SHOES AND ACCESSORIES (33%), BEAUTY PRODUCTS (30%) AND EVEN ELECTRONICS (28%).

USERS SAID THEY LIKE USING PLATFORMS FOR SHOPPING BECAUSE IT MAKES THE EXPERIENCE EASIER OR MORE CONVENIENT (33%) AND THE FACT THAT THEY’RE ALREADY ON SOCIAL MEDIA OFTEN ENOUGH (32%).

PEOPLE ALSO SAID THEY THEY SEE BETTER DEALS OFFERED ON SOCIAL MEDIA (26%), IT’S MORE FUN AND EXCITING (22%) AND IT’S EASIER TO SEARCH THAN A PHYSICAL STORE (20%).

TOP 7 REASONS TO USE SOCIAL MEDIA FOR SHOPPING

• It’s easier/more convenient - 33%
• I’m on social media often - 32%
• I can see how the product is used/how it performs - 30%
• Better deals are offered on social media - 25%
• It’s more fun/exciting - 22%
• It’s easier to search for items through social media than physical stores - 20%
• Better gift ideas are on social media - 20%

Survey methodology:

This random double-opt-in survey of 2,000 Americans who use social media platforms was commissioned by UserTesting between May 3 and May 10, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).