Digital Trust in Social Commerce 2021

Where US Social Media Users Are Buying and Why Trust Is Essential

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About This Report
Our exclusive primary research survey reveals which platforms US social media users feel most comfortable buying on, and why trust is essential for the future growth of social commerce.
Table of Contents

Executive Summary

About half of US adult social media users have made a purchase via social media in the past year. But few users agree that they feel confident with the idea. Our exclusive primary research survey reveals the critical role digital trust plays in creating an environment where consumers feel comfortable making purchases.

3 KEY QUESTIONS THIS REPORT WILL ANSWER 

  1. Which social platforms do US social media users feel most comfortable purchasing on?
  2. What’s stopping consumers from purchasing via social media?
  3. How does trust in a social media platform relate to the willingness to shop there?

WHAT’S IN THIS REPORT? We surveyed 1,730 US social media users on the factors that most affect their trust in social platforms. This report, a companion to our “Digital Trust Benchmark Report 2021,” reveals which social platforms users feel most comfortable making a purchase on and how trust (or lack thereof) relates to their willingness to buy on social media.

KEY STAT: Facebook is the most used platform for social commerce, followed by Instagram and YouTube. But more than half of social media users did not make a purchase through a social platform in the 12 months before taking our survey.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Social Commerce Usage in 2021
  4. The Intersection of Digital Trust and Social Commerce
  1. Improving Digital Trust Is Essential for Social Commerce Success
  2. Takeaways for Platforms, Retailers, and Advertisers
  3. Appendix: Demographic Breakouts
  4. Read Next
  1. Sources
  2. Media Gallery

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authors

Debra Aho Williamson

Contributors

Jasmine Enberg
Senior Analyst
Ona Koehler
Senior Director, Benchmarking
Na Li
Director, Primary Research
Andrew Lipsman
Principal Analyst, Retail & Ecommerce
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Jennifer Pearson
VP, Research
Audrey Schomer
Senior Analyst
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