46% of food shoppers aged 18-34 buy food products after seeing them on social media

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 03, 2019, 11:03 AM UTC

Of the respondents aged 34 and below, 34% look for promotions and discounts on mobile while shopping in-store.

Facebook surveyed over 2,280 people in the US (18 years and above) to identify the roles that Facebook and Instagram play in letting consumers discover food related content. 32% of people aged 35 and over purchased food products post viewing them on social media.

With people looking to social media platforms to discover recipes or food products, 31% of food shoppers noted to consider these newly discovered products in a recipe. Additionally, 36% of users aged 18-34 were found to be engaging with posts related to food on a weekly basis.  

To cater to this audience, marketers could create content that is entertaining, inspiring and educational. Visual storytelling is another way to engage these audiences and to impact their purchasing behaviours.

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