UserTesting's Global Survey Shows 68 Percent of American Adults Who Use Social Media Report Having Positive Shopping Experiences on These Platforms, Similar to the UK and Australia

SAN FRANCISCO, Calif. – June 25, 2024 – UserTesting, a SaaS leader in experience research and insights, today announced the findings from its global social commerce survey conducted by Talker Research. The study focused on adults who use social media for shopping, and interestingly, found very similar experiences among American, Australian, and British consumers. This alignment underscores social media's influence on shopping behaviors and satisfaction levels across these regions.

Key insights from the survey include:

• Shopping Habits: Findings in the report suggest a consistent trend amongst adults that use social media across the United States, the United Kingdom, and Australia, and the natural adoption of social media platforms as a vehicle for shopping. 68% of American and Australian adults shop using social media, similar to 65% of adults in the United Kingdom. Americans spend an average of $262.20 per purchase, slightly more than Australians ($211.42 USD) and Brits ($192.40 USD).
• Shopping Experiences: 68% of adults from both the United States and the United Kingdom reported positive social commerce experiences, just slightly more than 61% of Australian adults. This aligns with the UserTesting Retail Benchmark Report, highlighting that top retailers excel in digital experiences. Positive experiences drive stronger sales. 
• Spontaneous Purchases: 72% of Americans and Australians reported spontaneous purchases on social media, essentially the same as 70% of Brits. Happiness was the strongest emotion driving these purchases for 53% of Americans, 49% of Brits, and 45% of Australians.
• Common Issues: 46% of Americans, 48% of Australians, and 44% of Brits have purchased items on social media that were not as advertised. Despite this, 73% of Americans and 72% of Brits would continue using the same platforms, just a little more than 66% of Australians.
• Popular Purchases: Clothing is the top item purchased for consumers via social media across the three regions, with 52% of Americans, 53% of Australians, and 53% of Brits buying clothing. Gifts and shoes/accessories are also popular in the US, while Brits and Australians prefer gifts and beauty/skincare products.
• Shopping Frequency: 23% of Americans shop via social media at least once a week, only slightly more than 20% of Brits and 18% of Australians. Monthly shopping rates are close as well with 49% for Americans, 47% for Brits, and 45% for Australians.
• Trust in Recommendations: Family, friends, and significant others are the most trusted sources for social media shopping recommendations, averaging a total of 75% across all regions. Content creators and influencers are trusted by a smaller percentage at an average of 9% across the three regions, and celebrities trail even further behind at an average of 3%.

"Online shopping habits are continually evolving. The growth and popularity of social media have extended to online shopping, opening more channels to retailers to create positive experiences for their customers,” said Lija Hogan, Principal of Enterprise Research Strategy at UserTesting. “Brands can micro-target their messages to the right audiences, connecting with people who can also evaluate feedback from friends and family who have already purchased. Customer comments in the public setting provide brands the ability to build trust and address questions from potential customers.” 

The survey also highlighted the growing use of live shopping events on social media. Americans have adopted this trend more readily than their counterparts in Australia and the United Kingdom:

• Live Shopping Participation: 21% of Americans have shopped via live social media events, 19% have watched without purchasing, and 40% have not tried it but do not believe it is a fad.
• UK Participation: 17% have participated, 17% have watched without purchasing, and 38% have not tried it but do not believe it is a fad.
• Australian Participation: 10% have shopped via live events, 15% have watched without purchasing, and 42% have not tried it but do not believe it is a fad.

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Survey methodology:
This random double-opt-in survey of 2,000 general population of Americans, 1,000 general population from the United Kingdom, and 1,000 general population of Australians, who use social media platforms, was commissioned by UserTesting between May 3 and May 10, 2024. All respondents were adults. 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).

Click the link to access the UserTesting Social Commerce Report.

Click here to register for the webinar, “Secrets of Digital Excellence Revealed: Insider Insights From the Top 25 US Retailers,” taking place at 11:00 a.m. PT/2:00 p.m. ET, on Thursday, July 11.