Social media is a major source of advertising awareness

pte20240820016 Company/Economy, Culture/Lifestyle

In a Medallia survey, social media shoppers appreciate smooth purchase processes and tend to buy cheaper products

Many people are now buying cold drinks via social media channels (Image: pixabay.com, Nicky; AI-generated)

San Francisco (pte016/08/20/2024/1:35 pm)

In the United States, social media is the most important channel through which consumers perceive advertising. That's the conclusion of a recent survey of 2,000 US citizens Medal A customer and employee experience management company. This finding can be transferred to other countries with high social media use. 28 percent of Americans surveyed see most product ads on platforms like Instagram, TikTok and Facebook — more than any other medium.

Influencers are becoming increasingly important

Influencer marketing is also on the rise: A third of those surveyed said they discovered their last product purchase through a video or influencer's post. Although more than 60 percent of respondents believe that there is too much advertising on social media, many discover a new product through these channels.

According to Medallia, what is particularly exciting for marketing is that members of Generation Z (born between 1995 and 2010) often discover new products via TikTok. Purchases made through social media seem seamless, with more than 80 percent of consumers who discovered a product through social media describing the purchase process as smooth and easy in the survey. Almost three-quarters will buy from the same provider again. When something goes wrong, many people turn to social networking sites again. Nearly 40 percent of respondents, especially Gen Z, use it to contact customer service.

Food and drink in the foreground

The most frequently discovered products on social media were food and beverages – 19 percent of survey participants indicated. This is followed by cosmetics and food supplements (16 percent), apparel (14 percent), electronics (twelve percent) and subscription services such as Netflix (seven percent). Ultimately, office supplies are only ranked in the one percentile. For products priced between $21 and $100, most of the impulse to buy came from social media, but for higher-priced products, other sources were more important. Last year, many Americans were still skeptical about social media purchases Press release reported.

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