37% of American consumers use Facebook to buy products online

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 01, 2020, 6:55 AM UTC

Rebel Gail Communications and 360 Market Research recently surveyed 500 US consumers aged 18 and over in two successive waves to find online shopping trends.

While 63% of US consumers increased spending online, social online did not see purchase traction. The report states with 37% of consumers using Facebook to purchase products, the platform is the most preferred social media shopping channel among consumers.

Other social channels used by consumers for buying products are YouTube (26%), Instagram (24%), and TikTok (25%). YouTube and Facebook at 83% and 84% respectively were the most used social channels in the second wave of the study.

Instagram at 60% was the third most used social channel in the second wave. However, in wave one, 76% of Gen Z consumers spent more time on Facebook, compared to TikTok (44%).

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