Insight Edit: Are consumers buying through social media?

Leapfrogg Insight Edit

Here at Leapfrogg, we have a panel of over 1000 retail consumers that we engage with on a regular basis to help us understand customer needs and expectations from the brands and retailers they buy from.


Every month, we question them on a range of areas from buying behaviours and brand opinion, to emotional purchase triggers and their recent shopping experiences.


The Insight Edit is our weekly bite size edit of the insight we gain from our panel in our search to truly understand the mind of the premium customer.


There has been a lot of speculation that 2016 will be the year of the “buy now” button in social media. Many people within in the digital industry are convinced there will be a huge move forward in the number of consumers purchasing directly through their favourite social media platforms.


Whilst we are seeing the steady impact of social media (done correctly) on purchase behaviour across our client base, we are still seeing a low number of direct purchases through those platforms.


We decided to ask our panel if they had bought directly through social media platforms in the last three months.


77% of consumers have not made a direct purchase through social media in the last three months. (1)

Of the 23% who did make a purchase – 77% made a purchase through Facebook, 33% through Instagram and a further 13% through Twitter.


This shows us that social platforms still have a long way to go to be the main conversion channel compared to retail websites and email. We believe the main reason for this is due to the consumers lack of willingness to make purchases directly on social channels. Perhaps they are just not in buying mode when engaging on those platforms.


Alternatively, retailers may not yet be providing the right levels of engaging content on those platforms and, therefore, failing to create the need to purchase right there and then.


It will be interesting to see how these numbers change over the coming months as the main social platforms continue the push their “buy now” buttons to own the purchase moment in the customer journey.


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