Our definition includes social shoppers who said they made a purchase after seeing or because of social media content produced by a creator, influencer, or celebrity influencer. Shoppers on a specific platform who were influenced to make a purchase from creator content did not have to see that content on the same platform.
Younger generations have embraced TikTok, Instagram, and YouTube as search engines. Although TikTok鈥檚 future in the US is uncertain, the social search opportunity remains robust.