UserTesting, a leading SaaS provider specializing in experience research, has unveiled findings from a global survey on social commerce conducted by Talker Research. The study focused on adults who use social media for shopping and revealed strikingly similar trends among American, Australian, and British consumers. These findings underscore the profound impact of social media on shopping behaviors and satisfaction levels across these regions.
Key Insights from the Survey:
- Shopping Habits: The report indicates a consistent trend among adults in the United States, the United Kingdom, and Australia, showing that 68% of American and Australian adults shop using social media, similar to 65% in the United Kingdom. Americans spend an average of $262.20 per purchase, slightly more than Australians ($211.42 USD) and Brits ($192.40 USD).
- Shopping Experiences: 68% of adults from both the United States and the United Kingdom reported positive social commerce experiences, just slightly more than 61% of Australian adults. This aligns with UserTesting’s Retail Benchmark Report, highlighting that top retailers excel in digital experiences, which in turn drive stronger sales.
- Spontaneous Purchases: A significant percentage of Americans (72%) and Australians (72%) reported spontaneous purchases on social media, similar to 70% of Brits. Happiness was the predominant emotion driving these purchases across regions.
- Common Issues: Despite positive experiences, 46% of Americans, 48% of Australians, and 44% of Brits reported purchasing items on social media that were not as advertised. However, 73% of Americans and 72% of Brits indicated they would continue using the same platforms, slightly more than 66% of Australians.
- Popular Purchases: Clothing emerged as the top item purchased via social media across all regions, with slight variations in preferences for gifts, shoes/accessories, and beauty/skincare products.
- Shopping Frequency: About 23% of Americans shop via social media at least once a week, slightly more than Brits (20%) and Australians (18%). Monthly shopping rates also show minimal differences across these regions.
- Trust in Recommendations: Family, friends, and significant others are the most trusted sources for social media shopping recommendations, while influencers and celebrities hold less influence.
Lija Hogan, Principal of Enterprise Research Strategy at UserTesting, noted, “The growth and popularity of social media have extended to online shopping, providing retailers more channels to create positive customer experiences.” The survey also highlighted the rising adoption of live shopping events on social media, particularly in the United States.
Survey Methodology: The survey polled 2,000 Americans, 1,000 Britons, and 1,000 Australians who use social media platforms. It was conducted between May 3 and May 10, 2024, by Talker Research, a member of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).
For more insights, access the UserTesting Social Commerce Report here.
To register for the webinar “Secrets of Digital Excellence Revealed: Insider Insights From the Top 25 US Retailers,” click [here](webinar link), scheduled for Thursday, July 11, at 11:00 a.m. PT/2:00 p.m. ET.
