“Yotpo is a fundamental part of our recommended tech stack.”
Laura Doonin, Commercial Director
The Persuasive Selling Power of Social in the UK
The data shows that 12% of people consult social media sites every time they want to make a purchase, meaning how retailers and brands appear on these sites is vital to their bottom line.
Usually known for their impulsiveness, a quarter of young adults between the ages of 18 and 24 consult social media for research every time they shop, while just 3% of pensioners do the same.
Almost four in five people research products on Facebook before buying them, with half using YouTube and a quarter using Twitter in the same way.
Both men and women conduct most of their research on Facebook, but males prefer YouTube as a shopping tool, while females are twice as likely to rely on Pinterest.
One third of 18-34 year olds research and discover products on Instagram, versus just 12% of 45-54 year olds.
Instagram also influences Londoners with 40% reporting they use Instagram to make purchase decisions.
The average Briton spends more time using gadgets than sleeping, so it’s no wonder shoppers want to choose devices wisely.
Electronics are the most researched products on social channels with two thirds of people consulting the likes Facebook and Twitter before investing.
Following electronics, Home & Garden (48%), Health & Beauty (46%) and Fashion & Accessories (45%) are the industries most researched on social.
Almost two-thirds of 25-34 year olds research health & beauty purchases on social networks.
From booking hotels to buying a car, consulting online customer reviews is a must. So it’s no surprise that 69% of people say that customer reviews are the most important info they can find on social media.
Women as well as young shoppers are most likely to be swayed by reviews on social sites, with 40% saying reviews are very likely to influence their decision.
Social media mavens know the power of a good flat lay and more than half of users (54%) say that customer photos are likely to dictate what they buy, while just 4% say shoppers’ snaps are not at all likely to influence their decisions.
Almost one quarter of 25-34 year olds report that customer photos are the most influential information available on social media.
43% of would-be consumers research and discover products on social media via friends, compared to 16% who look to celebrities and influencers. More than half (52%) also look to brand or retailer pages for more info.
Almost two-thirds of people say that they would shop directly via Facebook in the future, which means online retailers should take advantage of tools that allow them to set up Facebook shops today.
YouTube, which currently offers no shopping options, came second with 49% of shoppers saying they would buy directly off the site.
Yotpo helps brands collect and leverage reviews and photos throughout the buyer journey to increase trust, social proof, and sales.
