Pinterest (47%), followed by Facebook (15%) and Instagram (11%), are the social platforms most likely to drive social commerce.
Drivers of the trend include increasing interest in social media platforms in general, the inspiration and influence of social media, the improving eCommerce capabilities of social media platforms (to help deliver a more "frictionless" purchase experience), and the growth of digital payment platforms.
Consumers Shopping More on Mobile
Mobile commerce accounted for 34.5% of total eCommerce sales in 2017, and is projected to comprise 54% of total eCommerce sales by 2021.
This trend is driven by the convenience of being able to shop from anywhere, at any time.
Technological advances are also contributing to the growth in mobile commerce, including augmented reality (AR), chatbots, and messenger apps. Gartner identified AR-enabled shopping as a top retail trend in 2020 and 48% of consumers said they would be more likely to purchase from a retailer who provided AR-enabled shopping experiences (such as being able to "virtually try-on" clothes).
Growth in Social Media Usage Among Older Consumers
Baby Boomers and the Silent Generation have increased their use of social media by double-digits from 2015-2019.
Growing Engagement With Online Communities
Online community (forums, blogs, vlogs) participation has grown globally, from 72% in 2017 to 76% in 2019.
This trend is driven by a desire for sharing within a community environment and connecting with individuals who have similar interests (as reported by 66% of consumers in a recent Globalwebindex survey).
36% of US consumers said they were likely to post something positive or inspirational in an online forum.
More than 80% of consumers said they would be receptive to brands participating in these forums, with community users valuing authentic brand participation ("bold, offbeat, funny").
Interestingly, participation in online communities may have come at the expense of social media sharing, as those who have shared personal details over social platforms has declined 35% over a 5-year period.
Increasing Gen Z Influencer Following and Engagement
Since 2015, there has been a 40% increase in Gen Z consumers who follow Vloggers.
70% of Gen Z consumers follow an influencer on Instagram or YouTube.
Nearly half (44%) have made a purchase decision based on an influencer recommendation.
Over half (52%) of Gen Z consumers trust influencer brand recommendations, which is likely driving this online trend.
Jeff Cartwright, Vice President of Content at Morning Consult Research comments on the influencer trend, "Not only are influencers affecting consumer habits and trends — they’re really dictating and changing the way young Americans think about the culture and the world around them.”
Summary of Early Findings Relevant to the Goals
In early research, we found a number of trends in online habits among US consumers, spanning device usage for online access, online content consumption, digital shopping behaviors, and online platform trends.
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.
Our recommendations are based on the information we uncovered in early research.
Only the project owner can select the next research path.