While social commerce sales continue to rise, a large share of social users in every generation still don’t make purchases on the platforms. Our exclusive primary research reveals why some users choose to make purchases on social media and why others refrain. We also draw conclusions on what, if anything, could convince nonbuyers to tap or click “buy.”
3 KEY QUESTIONS THIS REPORT WILL ANSWER
WHAT’S IN THIS REPORT? Our primary research on social commerce habits and preferences in the US, including breakouts by generation. We also give advice on how brands, retailers, and the social platforms can grow their social commerce businesses.
KEY STAT: Only 38% of US social users had made a purchase on social media in the 12 months preceding our June 2022 survey. Even among Gen Z and millennials, there was a roughly 50-50 split between buyers and nonbuyers.
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First Published on Oct 26, 2022
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