98% of Consumers Will Shop Through Social Media This Year, New Study Shows

Social media has changed quite a bit since it was first invented, and perhaps the most visible change involves the incorporation of various forms of ecommerce and online shopping into various social media platforms with Facebook and Instagram in particular leading the charge in that respect. 68% of users that were surveyed by Sprout Social said that they had already bought something or the other through social media, and there is a strong likelihood that this trend will increase in 2022.

With all of that having been said and now out of the way, it is important to note that this research conducted by Sprout Social has indicated that almost all consumers that matter will be trying out social media shopping for at least one purchase this year. 98% of the consumers that were involved in this survey said that they plan to do so, and marketers and brands should recognize that because of the fact that this is the sort of thing that could potentially end up changing how they approach their target demographics.

One thing to note is that social shoppers are not going to be willing to buy an item from just anybody. Quite on the contrary, 73% of Gen Z respondents and 72% of Millennials said that visible inclusivity in brand content will be an important factor that would determine whether or not they would buy from a brand with all things having been considered and taken into account. The percentage is lower among older consumers, but it still averages out to around 60% of total consumers out there.

Also, there is a strong preference for visually engaging social media while shopping at least among Gen Z users. Their preference tends to be towards apps like TikTok, Instagram and Snapchat, and that is something that will play a role in what platforms brands place their ads on. Brands that are focusing more on younger markets will want to create an advertising presence on apps like these since that would give them a higher chance that Gen Z consumers would buy their products through them.

Read next: This Report Reveals How Content Creators Feel About the Metaverse
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