The latest Influencer Marketing Factory surveyed 1000 US adults between 16 and 54 years old to understand social commerce and shopping behaviours.
With 72% of US users using social platforms to research brands and 97% of Gen Z consumers using social media as their top source of shopping inspiration, the social commerce industry is expected to reach $80 billion in the US alone. In 2020, the number of US social commerce buyers accelerated 25.2% to 80.1 million. This number is further anticipated to reach 96 million in 2022.
The study found that 82% of Americans have discovered a product on social media and purchased it directly on their phone. While more than half of users have purchased something during a livestream shopping event, 39% strongly agree they would like to discover new products during live shopping events.
Around 42% of users strongly agreed that they prefer to check out directly on a social app, rather than visiting a third-party website. 29% of respondents said they like to shop on social platforms at least once a week. The Influencer Marketing Factory’s CEO, Alessandro Bogliari said, “Social commerce can help brands increase their mobile conversion rates and decrease cart abandonment rates.”
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