As seen on my feed: a global study of social media shopping behaviors

Social media shopping insights in the US

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Platform Usage and Impact:

• Dominant platforms influencing shopping include Facebook (85%), Instagram (49%), and TikTok (38%).
• Despite TikTok's popularity, 75% of users state that a potential ban on the app would not significantly alter their shopping habits.
• A significant 72% of purchases made on social media are spontaneous, with clothing (52%) and electronics (28%) being the top categories purchased.

Shopping Frequency and Motivations:

• Social media platforms host 68% of users for their shopping needs.
• Regular shopping is common, with 13% shopping multiple times per week and 10% weekly.
• The main attractions for shopping on social media are convenience (33%), frequent platform usage (32%), insight into products (30%), and finding better deals (26%).

Purchasing Trends and Experiences:

• Popular items include clothing (52%), gifts and accessories (33%), beauty products (30%), and electronics (28%).
• Positive shopping experiences are reported by 68% of users, with 47% influenced by seeing others use products (social proof).
• Despite 46% receiving items that didn’t match their advertisements, 73% would still continue using social media for purchases.
• The average expenditure on a single item can reach up to $262.

Emotional Influence and Advertisement Perception:

• Emotions associated with shopping include happiness (52%), boredom (33%), and stress (23%).
• Attitudes towards ads are mixed: 37% view them positively, especially for discovering new products and trends, while 18% find them disruptive.

Trust and Social Influence:

• Social proof leads 47% of shoppers to purchase items seen used by others.
• Live-streaming events have a high engagement rate, with 21% participating and 83% likely to buy showcased products.
• Trust in recommendations varies, with higher trust in family (32%) and friends (28%) over influencers (35%), particularly when bias or sponsorship is detected.
• A majority of users (58%) tend to skip sponsored posts, and 53% avoid products with negative reviews.

Infographic summary

Survey methodology

This survey was conducted by Talker Research, commissioned by UserTesting between May 3 and May 10, 2024. The random double-opt-in survey included 2,000 Americans who regularly use social media platforms.

Social media shopping insights in the UK

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Platform Usage:

• The top platforms for British adults include Facebook (80%), Instagram (57%), TikTok (37%), X (34%), and Pinterest (24%).

Shopping Habits:

• Social media drives shopping for 68% of users, with 20% shopping weekly and 47% monthly.
• Users engage in seeking product inspiration (24%), researching products (19%), and reading reviews (18%).

Shopping Motivations and Purchasing Behavior:

• Reasons for shopping include gaining product insights (34%), convenience (28%), and frequent platform usage (27%).
• Popular items purchased are clothing (53%), gifts (34%), beauty products (34%), shoes (27%), and home decor (23%).
• Average spending reaches up to £192 per item, with 44% experiencing discrepancies between product ads and the actual items.
• Despite this, 72% would continue shopping on these platforms, with purchases often being spontaneous (29%), planned (27%), or a mix (41%).
• Post-purchase engagement with brands' social media is high, with 30% often interacting, and 33% sometimes.

Emotional Impact and Ad Perceptions:

• Emotions lead to spontaneous purchases, influenced by feelings of happiness (49%), boredom (33%), and stress (21%).
• Attitudes toward ads are mixed: 32% view them positively for discovering new products and inspiring change, while 20% find them disruptive and irrelevant.

Trust and Influence:

• Social proof motivates 48% of users to purchase items seen used by others.
• Live shopping events have a strong draw, with 17% participating and 86% likely to buy featured products.
• Trust in recommendations is highest among friends (33%) and family (31%).
• Influencer endorsements are trusted by 34%, although skepticism arises from bias and undisclosed sponsorships.
• Sponsored posts are skipped by 61% of users, and 60% avoid products with negative reviews.

Infographic summary

Survey methodology

This random double-opt-in survey of 1,000 British adults who use social media platforms was commissioned by UserTesting between May 3 and May 10, 2024. 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).

Social media shopping insights in Australia

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Platform Usage:

• Predominant social media platforms include Facebook (86%), Instagram (56%), TikTok (34%), Snapchat (24%), and Pinterest (22%).

User Engagement and Shopping Habits:

• A notable 65% of Australians shop via social media, with 18% shopping weekly and 45% monthly.
• Users engage in seeking product inspiration (22%), researching products (19%), and reading reviews (18%).

Motivations and Purchasing Trends:

• Key reasons for shopping are convenience (34%), gaining product insights (32%), and frequent social media use (29%).
• Most common purchases include clothing (53%), gifts (29%), beauty products (29%), shoes (27%), and home decor (24%).
• On average, shoppers spend up to AU$321 per item, with 48% noting discrepancies between ads and received products.
• Despite these issues, 66% would continue to use social media for shopping, with 23% of purchases being spontaneous, 25% planned, and 49% a combination.

Post-Purchase Engagement and Satisfaction:

• High engagement with brands post-purchase, with 21% regularly interacting and 38% occasionally.
• 54% of users are satisfied with their social media purchases, higher than other online retail experiences, with 61% rating their experience as positive.

Emotional Influence and Ad Perceptions:

• Shopping decisions are often influenced by emotions such as happiness (45%), boredom (30%), and stress (18%).
• Mixed views on ads: 25% appreciate them for discovering new products and inspiration, while 26% find them disruptive.

Trust and Influence:

• Trust in product recommendations is highest from family (32%) and friends (29%).
• Influencer reviews hold sway for 26% of shoppers, though concerns about bias reduce trust.
• Live shopping events attract 10% of users, with 77% likely to buy featured products.
• Sponsored posts are largely ignored by 60% of users, and negative reviews deter 62% from purchasing.

Infographic summary

Survey methodology

This random double-opt-in survey of 1,000 Australian adults who use social media platforms was commissioned by UserTesting between May 3 and May 10, 2024. 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).