US social commerce buyers grew 25.2%

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 10, 2021, 4:10 AM UTC

The Influencer Marketing Factory recently surveyed 350 US Gen Z and millennial consumers.

The report found that 40% of Gen Z and Millennials bought at least one product while watching a live stream on social. Further, brand posts and influencer content on social media led 46% respondents to purchase at least once a month on social media platforms.

Apparel (41%) and Beauty (23%) were the most purchased categories on social media. To find about brands and services, Gen Z and Millennials rely on online research and social media ads. Both cohorts rated the importance of online reviews 7.85/10 on average. Instagram’s shopping experience was rated 5.3/10.

Social commerce consumers in the US increased 25.2% to 80.1 million in 2020 and the figure is projected to grow to 12.9% in 2021. The global social commerce market is expected to reach $604.5 billion by 2027.

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