A new global study by software firm Artios’ has revealed that when looking for new products or services, younger generations (aged 16-24) turn to social media just as often as they do Google. You can read more about the survey HERE.
So whether it’s influencer recommendations, trending products or reviews of services, social media and search engines are now neck and neck when it comes to influencing shopping habits of the youngest members of society.
The findings revealed that:
-
Just over a quarter (26 per cent) of 16-24 year-olds use search engines to look for new products and services.
-
A very similar percentage of this age group (25 per cent) say they use social media when looking for new products and services.
-
This contrasts with those aged 55+, as 46 per cent of this age group use search engines for finding new purchases, whilst just 13 per cent use social media to do so.
Will social media take over when it comes to consumers’ buying journeys?
So just how prominent is the role of social media in our search for new products and services? And will it become more popular than search engines or even brick and mortar stores?
Andreas Voniatis, founder of Artios, commented: “Our survey found that when looking for a new product or service, the vast majority of people use search engines such as Google. The second most common consumer journey starts by asking friends for recommendations. Browsing at brick and mortar shops is the third most popular option, followed by using social media to make new discoveries.
“However, when we looked at the demographics of each respondent, it became clear that social media use is far more prevalent in the buying journeys of younger individuals. So much so that this method of browsing is now almost as popular amongst 16-24 year olds as using search engines. But that’s not all…
“Our survey also revealed that it’s not only the youngest members of society who rely on social media as part of their shopping journeys. It turns out that social media is now more popular than brick and mortar shops for finding new products and services amongst people aged 16 right through to 44.
“So clearly, social media is beginning to play a vital role in the shopping experiences of a wide range of demographics in today’s society. It’ll be interesting to see in the future just how far this progresses and how technological advancements in social media platforms help to further aid the consumer journey.”
