The latest #numberoftheweek shows that the proportion of users who have seen products on a social network and subsequently purchased them remains stable at almost a third across three out of four platforms. Even Facebook – once derided as the ‘Kukident network’ – is proving surprisingly resilient; indeed, it is the only platform in the latest survey to have actually become slightly ‘more shoppable’ again.
The fact that four social networks are now not only significant during the awareness phase but are also closely linked to a subsequent purchase is all the more important given that AI agents are cannibalising the traditional entry channels of ‘search’ and ‘price comparison’. Appearing early on customers’ radar: social media marketing makes it possible.
(In each case, 2,500 online users who had purchased a product online in the previous seven days were surveyed in the second quarter of the calendar year.)
