A recent survey by GoDaddy found that more than one in 5 of the 1,500 consumers recently surveyed make purchases on social media platforms at least weekly.
Facebook emerged as the top platform, with Millennials leading the charge.
Generational shopping preferences
Millennials are the most active shoppers on Facebook, with 52 per cent having made a purchase in the last three months. Gen Z follows, with 31 per cent shopping on Facebook, while 35 per cent of Gen X and Boomers also use the platform.
TikTok is the preferred shopping platform for Gen Z, with 52 per cent making purchases there in the last three months. Millennials are also active on TikTok, with 37 per cent making purchases, compared to 12 per cent of Gen X and Boomers.
Instagram is another popular platform for Gen Z and Millennials, with 44 per cent and 39 per cent respectively making purchases in the last three months. Only 12 per cent of Gen X and Boomers reported shopping on Instagram.
Impulsive shopping habits
Younger consumers, particularly Gen Z and Millennials, tend to shop impulsively on social media. Only 9 per cent of Gen Z and 12 per cent of Millennials plan their purchases ahead of time. Over half of Gen Z (62 per cent) and Millennials (56 per cent) make purchases at least monthly, with 21 per cent making several purchases a week.
Spending patterns
The majority of Gen Z (80 per cent) and Millennials (79 per cent) have made purchases on social media, compared to just 51 per cent of Gen X and Boomers. Fashion and clothing (37 per cent), food (22 per cent), and electronics (10 per cent) are the top categories for social media purchases. Most Gen Z (44 per cent) and Millennials (38 per cent) prefer not to spend more than $50 on social media purchases.
Concerns about legitimacy and shipping
Concerns about the legitimacy of businesses and shipping issues are significant barriers to social media shopping. Nearly half (47 per cent) of consumers across all generations are wary of the legitimacy of businesses on social media. High shipping costs and long waits deter nearly half of Gen Z (46 per cent) and Millennials (47 per cent) from making purchases.
“Consumers are actively shopping on social platforms in ways that may surprise small business owners,” said GoDaddy trends expert Amy Jennette. “Small businesses that have convenient, shoppable posts directly within a social platform will be a step ahead of the competition. Entrepreneurs need more than a social profile, otherwise they’re leaving money on the table.”
Millennials (67 per cent) strongly believe that small businesses should maintain a presence on Facebook, aligning with their shopping habits.
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