Social Channels That Have A Significant Influence On Shopping [TABLE]

Table: Social Channels That Influence Shopping

When the first wave of social commerce arrived—mostly reproducing ecommerce catalogs on Facebook—critics predicted it would fail because users didn’t want to shop where they socialized.

More than half a decade later, most social media users still don’t turn to social platforms to make direct buys. Now it’s all about influence, social ads and a multi-channel path to purchase.

Most social media platforms had a “significant influence” on the shopping behavior of only a small minority of US internet users surveyed by Cowen and Company in December 2017. Younger users did cite generally higher levels, but figures never rose above 21% of respondents ages 18 to 24 highly influenced by Pinterest. Read the rest at eMarketer.

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