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1、Social media shoppingWhat drives consumers in-app social purchases?REPORTSocial media as a growing advertising mediumSocial media is a cornerstone of modern marketing,with paid placements and organic brand experiences.According to GroupM,digital advertisings portion of overall U.S.ad investments in
2、2023($325.3B)will grow 8.4%,and by 2028,digital will make up 74.4%of total ad revenue.Why?Social platforms offer highly engaged,diverse consumer audiences and unique powers to drive brand awareness and performance outcomes like e-commerce activity.Over the last few years,social media platforms have
3、introduced new features for brands to engage with their audiences.For example,they allow consumers to browse and purchase items directly through their app.Instagram led the way several years ago,and more recently,TikTok launched an in-app shop.These touchpoints at the bottom of the funnel in the con
4、sumer journey open up opportunities for brands and creators to foster more meaningful and fruitful relationships than ever before.And with 48%of GenZers planning to do their holiday shopping on social media platforms this year,its crucial that brands place their products in social media feeds to cap
5、italize on the growing spending power of this generation.Against this backdrop,DISQO evaluated consumers social media habits and preferences for engaging with brands on their favorite platforms.We collected tens of thousands of opinions from the DISQO audience.Our customer experience(CX)insights hig
6、hlight the opportunity to drive product discovery and sales in social media.80%of consumers use social media dailyDISQO surveyed 19,293 U.S.adults from our industry-leading customer experience audience,between October 7-8,2023.More than 2M people have opted in to share their experiences with DISQO,e
7、mpowering clients to cultivate unique single source data about CX.Survey data informing the insights in this report were weighted to a representative U.S.audience of adults on age,gender,and income.MethodologyUnique engagement value To set the stage,we asked people about their preferred platforms an
8、d how often they use social media,broken down by generation and gender.Facebook and Instagram remain the most widely used platforms by far(44 and 23 points,respectively).Interestingly,platforms like Snapchat stack up similarly to conventional platforms like LinkedIn and X(formerly known as Twitter).
9、Below,we break down several implications by demographics.+40ptgap in use of Instagram,Snapchat&TikTok between Gen Z and BoomersGenerationTikTok,Snapchat,and Instagram see large generational gaps;Gen Z reports a 47 point increase in usage of Snapchat over Boomers,for example.Younger consumers are als
10、o more active on commerce-driven platforms,but theres still a strong opportunity to reach the quarter of Millennials and GenXers also reporting use.Facebook wins with Millennials and older generations(73-77%),but it is also quite strong among GenZers(47%).GenderFacebook and Instagram are the most po
11、pular platforms for men and women,but women tend to be more active on social media overall with the exception of LinkedIn and X.The greatest gender gap in usage is found on Pinterest,with women reporting+24 points more usage than men.Overall,women tend to lean toward visual content,while men are mor
12、e drawn to short-form written content.Top platforms by gender and generation57 50 75 61 27 46 43 71 73 77 76 73 68 47 21 52 28 5 27 13 16 Which social media platform do you actively use?(Percentages by demographic group)OverallGen ZMillennialsGen XBaby BoomersFemaleMale32 27 52 29 11 25 22 38 26 35
13、27 22 24 14 18 25 35 28 15 25 32 18 22 21 23 19 24 26 Which social media platforms do you actively use?(Percentages by demographic group)Well over a third of consumers(39%)have made a purchase through social media.Millennials,women,and those with incomes greater than$75k were most likely to report t
14、hey have made purchases.However,most demographic cohorts see less than a 10-point difference from the general population.The opportunity to drive sales via social media is huge,and any target audience is likely to include someone whos willing to make a purchase.Converting likes into salesWhat was on
15、ce a battle for likes and comments is now a battle for e-commerce.As social media grows its effectiveness driving lower funnel outcomes,advertisers must understand which audience segments are most likely to add items to their carts and make a purchase.45%of Millennials have purchased via social,more
16、 than any other generation or demographic groupPurchase activity by key demographicsHave you ever made a purchase through a social media platform?Negative(-)Positive(+)Gen XBaby BoomersGen ZMillennialsFemaleMaleOverall:39%-2+6+0-7 +4-4Have you ever made a purchase through a social media platform?Pur
17、chase driversWe also looked at what factors influence the decision to spend within social media apps by generation and gender.The rise of influencers has introduced new content opportunities.And,in the age of information overload,its more important than ever that brands break through the crowded lan
18、dscape with content that truly resonates.Consumers are most swayed by CX factors,including product reviews(28%)and the trustworthiness of sellers(22%).Unsurprisingly,money factors also top the list,with 24%stating that discounts are important information to include in ads.While women lean toward bra
19、nd experiences,men are slightly more swayed by cost savings.Across generations,influencer recommendations are,ironically,the least influential,with only 2%stating Influencers would impact their decisions to make purchases.2%said influencer recommendations are impactful in purchase decisionsFactors i
20、mpacting purchase behaviorsDiscounts24 28 27 18 22 24 25 Trustworthinessof seller22 25 19 25 23 20 20 Return&refund policies6 4 4 8 5 6 6 Paymentoptions4 3 4 5 3 4 4 Shippingoptions2 1 2 4 2 3 2 Influencerrecommentations2 2 2 1 2 2 2 Product reviews28 30 28 23 30 25 30 Which of the following informa
21、tion in a social media ad would be most influential in your decision to make a purchase?OverallGen ZMillennialsGen XBaby BoomersFemaleMaleWhich of the following information in a social media ad would be most influential in your decision to make a purchase?(Percentages by demographic group)Given infl
22、uencer advertisings explosive growth,we examined how trust varies across demographic cohorts.Younger consumers are twice as likely to trust influencer content as older generations.Trust decreases as a function of age,starting as high as 58%with Gen Z and going as low as 34%with Boomers.We see slight
23、 trust variations in gender and income,with women and lower-income consumers slightly more likely to trust influencers(7-8 point difference)than their counterparts.Overall,only 5%of consumers said they have even moderate trust in social media ads,whether sponsored or influencer content.Forty-six(46%
24、)percent said trust was low in sponsored ads;53%said the same about influencer.At least one-fifth said it was“very low”for both.Interestingly,sponsored posts see slightly higher trust than influencer posts(6-point difference).Its worth noting that theres a large swath of consumers who are indifferen
25、t when it comes to trust for branded social media content.So,brands have an opportunity to sway their opinion positively if content is done right.Trust in adsFor brands,social media is all about building a community of fans and followers.Central to this is building trust in your brand,fueling sales,
26、loyalty,referrals,and much more.The proliferation of sponsored posts and influencer ads has added new avenues for reaching your audiences but also poses critical questions about trust.For example,if an influencer is being paid to promote a product,is the review authentic?Ads vs.influencer content In
27、fluencer trust:generation,gender,incomeWhat is your overall trust in influencer posts for products?Overall41%53%5%Gen X41%54%5%BabyBoomers32%66%2%Gen Z50%42%8%Millennials49%44%7%Female6%44%50%Male6%37%57%$75kWhat is your overall trust in influencer posts for products?(Numbers may not add up to 100 d
28、ue to rounding)What is your overall trust in sponsored content vs.influencer posts?Very highPretty highOKPretty lowVery lowSponsored49%19%4%Influencers28%25%4%27%41%Gen Z:56%Millennials:45%Gen X:37%Female:49%Male:30%CLOTHING39%ART&CRAFTSGen Z:21%Millennials:20%Gen X:18%Female:22%Male:13%18%FOOD&BEVE
29、RAGEGen Z:17%Millennials:15%Gen X:12%Female:13%Male:12%13%HOME DECOR&FURNITURE21%Gen Z:24%Millennials:24%Gen X:21%Female:25%Male:16%ELECTRONICSHEALTH&WELLNESSGen Z:18%Millennials:18%Gen X:17%Female:19%Male:14%17%Gen Z:25%Millennials:27%Gen X:24%Female:15%Male:30%23%20%BEAUTY&SKINCAREGen Z:34%Millenn
30、ials:23%Gen X:18%Female:31%Male:9%Products primed for social salesBrands considering social media ad spending need to understand what sells best-and to whom.The chart below delves into what products top social media shoppers(Gen Z,Millennials,Gen X)are most willing to purchase from platforms.Popular
31、 social shopping categoriesWhat types of products would you purchase or consider purchasing through social?Continued.Clothing is the top pick for well over a third of consumers(39%).Electronics(23%),home decor&furniture(21%),and beauty&skincare(20%)come in as near-equal seconds,with approximately on
32、e-fifth of consumers stating they would consider purchasing these items via social media.Below,we outline several differences we see across genders and generations.GenderWe see fairly significant differences between the preferences of women and men.Women are more likely to consider purchasing clothi
33、ng,beauty,and skincare,while men are more likely to purchase electronics.The only category where we see true alignment is food and beverage.GenerationGenZers are more than twice as likely to purchase clothing,beauty and skincare,and food and beverages than Boomers.Among other categories,like arts&cr
34、afts or health&wellness products,we see far less variance across generations.There is no product category where older consumersare more willing to make purchases than younger consumers,suggesting varying comfort levels between digital natives and their counterparts.Gen Z is 16pts more likely to purc
35、hase beauty and skincare than Gen X +16Clothing is the most popular category by+16 pts+16Males are 2x more likely to purchase electronics 2xKey implications for marketersDont overlook CXWhile weve seen an influx of new brand experiences and influencer marketing tactics,the data showcases just how mu
36、ch more influential customer experience factors(like reviews and customer service)are.Our findings suggest that its beneficial for brands to lean into some of these proof points in their social media ads so that consumers can expect a satisfying experience should they make a purchase.Featuring a rea
37、l customer testimonial in your ad could go a long way to convert interest into dollars spent.3Facilitate the path to purchaseConsumers have made it clear that theyre willing to make purchases on social media,and platforms are making it easier than ever to do so.To capitalize on this trend,consider w
38、ays to facilitate the buying experience for customers via your social media channels.Whether through in-app features or redirects to relevant landing pages,there are many opportunities to convert interest into valuable outcomes.2Develop bespoke contentSocial media users are diverse.Demographic diffe
39、rences in platform and content preferences cannot be ignored.Ads that perform well on one platform might not perform so well on another.So,invest in getting to know your audiences and develop bespoke content for each platform that speaks to their unique needs and preferences.While this concept isnt
40、new,its particularly important in social media where tone,creative formats,and features vary dramatically.Equally as important is developing an ad testing and measurement framework.You should test creative before flighting campaigns and select measurement partners that help you isolate brand and beh
41、avioral impacts post-ad exposure.1Continued.54Identify new pathways to trustTheres an opportunity to increase consumer trust in ad content on social media given the large percentage of consumers who dont have a strong opinion either way.Brands working with influencers,for example,could consider new
42、ways to bring transparent disclosure of the partnership to the forefront of content.If a customer receives value and quality from your content,theyll begin to see your brand as a trusted authority.Experimenting with messaging strategies is essential for maximizing trust with consumers.Test,test,test
43、The social media landscape is dynamic and ever-evolving.While this can sometimes be daunting,it offers brands an opportunity to try new concepts and see what content sticks with your audiences.Viral social media trends go viral because someone decided to take a risk-and it worked.The same goes for a
44、dvertising content.Consider social media your customer engagement playground and gauge content success by what moves your audiences the most in objective and measurable ways.Ad TestingDISQO empowers brands and agencies to rapidly test creative with a direct audience that has confirmed use of the cha
45、nnels on which the tested ad will launch.This enables you to gather realistic feedback about which messages and creatives drive positive advertising perceptions.Our ready-to-use templates and dashboard tools enable teams to quickly evaluate advertising and launch A/B tests amongBrand and Outcomes Li
46、ftDISQO provides holistic,cross-media ad measurement.Our Brand Lift product enables cross-platform measurement of attitudinal lift on KPIs like awareness,consideration,and favorability.Our Outcomes Lift product uniquely adds measurement of post-exposure digital behaviors across platforms.Combined,th
47、ese products give brands,agencies,and publishers a complete picture of full-funnel advertising effectiveness,and enables powerful conclusions about performance across audiences and channels,and against competitors.Full-cycle social media advertising measurementWITHAudienceWant to know more about soc
48、ial media users?Need to learn about their preferred content,products,and brand activations?Use our proprietary audience of over 2M U.S.consumers to quickly field questions about social media platforms and content.Target general audiences of representative U.S.consumers,or target specific audiences w
49、ith unique behavioral profiles powered by our digital metering capabilities.various audiences.Because DISQO Ad Testing shares a common audience with DISQOs Brand and Outcomes Lift,Ad Testing results are uniquely verifiable against in-market lift performance.Measure your cross-platform campaigns,including social!Report:Social Media BenchmarksReport:Complete Cross-Media Ad EffectivenessReport:Connecting Brand&Outcomes LiftLooking for more?We have you REPORT