pte20240801022 Trade/Services, Technology/Digitalization
Consultants from the National Research Group recommend using it as an advertising portal, according to a new study
Los Angeles (pte022/01.08.2024/13:30)
The free instant messaging service Snapchat has now become the leading social shopping platform in the USA. This is the result of a study by National Research Groupwhich helps entertainment companies make informed decisions about the development, production and marketing strategy of their products. The experts examined how social media users engage with content from four retail categories: clothing, cosmetics, specialty goods and home goods.
Shopping is becoming increasingly important
According to the data, Snapchatters are increasingly open to online shopping. 88 percent say they enjoy shopping, and 82 percent even consider shopping to be “a primary hobby.” Snapchat is more popular in higher-income communities and groups. It is therefore logical that Snap users are more inclined to shop on average.
Snapchatters also learn more about new products and companies through social media advertising than non-Snapchatters (85 percent versus 68 percent). And Snapchat users have a lot of influence in personal networks during their shopping trips. They see the things they buy as a direct expression of their personality. 90 percent say: “My personal style and preferences are an important part of how I express myself.” For non-Snapchatters, the figure is only 78 percent, it is said.
Tips from friends and family
“The data suggests that Snapchat users are increasingly relying on recommendations from friends and family they receive through the app when choosing their style, while also being more open to making purchases based on these recommendations,” the National Research Group. “So the right Snap campaign could increase your sales and connect you with an increasingly active and receptive shopping audience.”
Snapchat users don’t just shop, they actively recommend products to their networks, creating a “cycle of trust within the Snapchat community.” The study further shows that 72 percent of Snapchatters frequently seek recommendations from friends and family before making an online purchase, compared to 47 percent on other platforms.
82 percent are more likely to try products they learned about through friends and family, compared to 66 percent on other platforms. 87 percent of Snapchatters frequently recommend brands, products and services to family members and friends, compared to 69 percent on other platforms. Trust is a crucial factor in e-commerce. Snapchat performs excellently here. Snapchatters trust recommendations from family and friends 1.5 times more than those from influencers.
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