Social Commerce: These platforms use consumers to shop
If we look at the answers of the different generations, we see that Facebook loses popularity the younger the target group is, while the use of Instagram increases. Generation Z mainly uses Instagram for purchases. TikTok is also a widely used medium for shopping in this generation, with 28% of buyers using it.
The most popular social media platforms for shopping by age
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We wanted to know what kind of products/services consumers have already purchased through social media. The most frequently mentioned categories across all generations were:
Fashion, clothing and shoes (39%)
household supplies/decoration (36%)
food (29%)
entertainment (26%)
Sports and fitness (21%)
Electronics (21%)
There are some differences between the generations that we noticed. Grocery spain telegram data has seen a big growth among younger generations: only 12% of baby boomers have already purchased groceries on social media, compared to 37% of millennials and 35% of Gen Z. The situation is similar in the sports and fitness category. Buying sports and fitness services online is a trend that has developed strongly due to the pandemic. Younger generations in particular are purchasing sports services on social media (35% of Gen Z compared to 12% of baby boomers).
When asked about the average monthly amount spent on social media purchases, almost half of respondents (47%) chose the lowest range of 0-50 euros per month, while 24% spend between 50 and 100 euros per month. Consumer spending is higher the higher the income.
What content influences purchases across different generations?
Most purchases across all generations are influenced by paid advertising of the product or brand. The younger the consumers, the more they are influenced by paid advertising. These are often spontaneous or impulse purchases. Among baby boomers, 42% cannot distinguish between paid and unpaid content, and another 32% prefer unpaid content. In Generation Z, more than half of buyers (57%) are encouraged to buy by paid advertising. Influencers are also becoming more important as ambassadors the younger the target group is.