Millennials and centennials fall in love with social commerce, and has become the daily bread of many consumers, especially the youngest.
Over the last year, spurred on by the pandemic, so-called social commerce (commerce born in the heart of social networks) has taken giant steps and has become the daily bread of many consumers, particularly the youngest: Millennials and centennials.
But how exactly do Generation Y and Generation Z navigate the turbulent waters of social commerce?
According to a recent study by The Influencer Marketing Factory, 60% of millennials and centennials claim to have purchased at least one item via their smartphone, influenced by brand posts on 2.0 platforms or by content posted there by influencers.
40% of Generation Z and Millennials also confess to having purchased at least one product or service during live streams on social networks.
However, young people do not always make spontaneous and ill-considered purchases on social networks. More than half say they carefully research the product they have their eye on after discovering it on 2.0 platforms.
For younger millennials the “buy now” button on social networks is very important
The products that millennials and centennials are most likely to buy on social networks (influenced by brands and prescribers) are clothing (41%) and beauty products (23%).
Increasingly in love with social commerce in its purest form, 61% of young people prefer to add to the cart the products they want to buy from the social network apps themselves. On the other hand, a smaller proportion of millennials and centennials (39%) choose to view the product on the web and thus finalize the purchase outside social networks.
When making purchasing decisions, Generation Y and Generation Z also attach great importance to online reviews. Such reviews have in their eyes a relevance of 7.8 points on a scale of 1 to 10.
When asked about the importance of a “buy now” button on social media apps, millennials and centennials give this feature a relevance rating of 3.15 on a scale of 1 to 5.
Although Generation Z is particularly attentive to social commerce, there is still room for improvement in overlapping social commerce experiences. Online shopping experiences on Instagram receive a score of 5.3 points out of 10, while on TikTok such experiences are rated at 4.1 points.