Though year-over-year growth of social buyers is slowing slightly following a two-year surge, US social commerce sales will continue to climb through 2025. We take a look at what’s driving this growth, which platforms are emerging as leaders, and what social buyers really want.
Consumer habits are changing, and Gen Zers are a major driving force. Their shorter attention span, social buying habits, and lack of brand loyalty will push several industries to evolve—especially as Gen Z’s spending power grows. These shifts in financial services, advertising, and social make up four of our top trends for 2023.
TikTok. BeReal. Gen Z. Authenticity. That might seem like a grab bag of buzzwords, but it’s the marketing strategy behind clothing retail American Eagle Outfitters.
Product discovery is the top reason Gen Zers in the US buy through social media, with 45% saying they did so because they found items they liked. A comparatively low 22% cited influencers and creators, while just 16% were swayed by the company or brand name.
Only 13% of US adults have used augmented reality (AR) or virtual reality (VR) while shopping. Though the overwhelming majority have not, 38% are at least somewhat interested in trying the tech.
The early results are in: Foot traffic saw increases week over week between September 19 and October 16, suggesting the holiday season may have kicked off earlier in-store, per Placer.ai.
Popularity with Gen Z isn’t enough to stop a US reorg at TikTok: With ad sales slowdown looming, the company is shuffling leadership and hoping social commerce moves pay off.
Marketers have their hearts set on capturing holiday dollars from Gen Z this season, but they shouldn’t run the same old marketing playbook if they want to succeed.
Just 14% of US adults regularly use cashierless checkout, like mobile scan-and-go and just-walk-out technologies. That figure is higher among 18- to 34-year-olds, at 21%, while only 6% of 55- to 65-year-olds use the tech routinely.
Hispanics fuel US population and economic output: The demographic group’s US consumer expenditures are growing faster than those of non-Latino consumers.
For many buyers, it’s simple: They make a purchase when they find something they want to buy. There are, of course, many ways that social users can find products they like on social media. And our exclusive primary research reveals that there is a multitude of other reasons why buyers choose to make purchases on social platforms.
Ä¢¹½AV half of US Gen Z and millennial social users make purchases on social media, compared to 38% of US adults overall. Boomers are the least likely to buy via social.
Among US citizens ages 18 and older, 60% feel there should be political ad spending limits for groups not affiliated with political candidates. Only 16% think their spending should remain unlimited.
Insider Intelligence spoke with Megan Brophy, Vice President of Marketing and Brand Strategy at Abercrombie & Fitch, about the brand’s work on TikTok and the prevalence of livestream shopping in the US market.
In the US, 31% of millennials shop via mobile on weekdays while at home. That’s up 4 percentage points from 2019, while the share who do so via desktop/laptop has decreased by the same amount, to 18%. Since 2019, the shopping habits of US millennials have pivoted away from the weekends and toward mobile.
The digitally native generation does not watch TV the same way baby boomers, Gen Xers, and even millennials might. Here are five tips we picked up at NYC Advertising Week that marketers can use to engage Gen Z with TV.
TikTok signals creators are central to its courtship of advertisers: The platform announces a number of updates, with its creator marketplace upgrades being most significant.
Among US adults, 16% pay for a Walmart+ membership. Those subscribers skew younger: 23% of 18- to 34-year-olds pay for the premium, versus just 10% of those ages 55 to 65.
Hispanic Heritage Month saw many swings and misses: A powerful and growing consumer group continues to be underserved by the marketing community. What could go wrong?
Just 18% of US social media users are confident that Facebook protects their privacy and data, down from 27% last year. Confidence is particularly low among the oldest and youngest users surveyed, at 10% within the baby boomer generation and 18% within Gen Z.