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How Social Networks Affect British Spending – New Study

The researchers surveyed 2 000 British people, asking which social media platforms led them to shop more frequently. The top-five choices were:

  1. Facebook;
  2. Instagram;
  3. YouTube;
  4. Twitter;
  5. TikTok.

Gen-Z consumers, however, cited Instagram as the most influential social network.

The study also found out that Brits spend an average of £148.4 on items they have seen on social media platforms. People aged between 35 and 44 years old splurged on the social network products the most – £179.2. Men also tend to spend more than women – £161.6 compared to £133.5.

Although social media remains a powerful advertising tool, many British consumers grow weary of the poor recommendations they have seen on the platforms. More than a half (60%) of surveyed Brits confessed they regret buying products and services they have seen on social media. And one in five said they have had regrets about social media spending multiple times. Brands need to promote unique and high-quality products on social networks.

While Facebook stays the most impactful social media platform for the 35-44-year-olds, Instagram and TikTok are quickly gaining popularity among younger audiences. Little Loans analyzed what were the top products bought off this social network:

  • Leggings;
  • Feta pasta;
  • Ramen;
  • Starbucks secret menu objects;
  • Lights;
  • Wrap;
  • Cloud wall;
  • Books;
  • Phone circumstances;
  • Mochi.

So, brands are recommended to explore the power of the short-video TikTok format, when it comes to advertising.

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