When asked which platforms they use to browse and buy retail goods, consumers in almost every market cite Facebook as the number one social platform, with the exception of China, where WeChat comes out on top and Weibo second.
Instagram is, however, not far behind. In the UAE, for example, 53% of consumers use the platform to browse and buy, versus the 66% who use Facebook, while in Italy it factors into the purchasing journey of 59% of consumers aged 18 to 24. In the US, Germany and France, however, YouTube is the second most popular social media platform for retail.
The DWF and Retail Week Global Consumer 2019 report surveyed 1,000 consumers in each of the following jurisdictions: Australia, China, France, Germany, Italy, Kenya, the United Arab Emirates, the Republic of Ireland, the UK and the US. Research took place in October 2018.
Understanding consumers’ propensity to buy is one thing, but knowing how they are going to spend their money is crucial if retailers want to stand a chance of winning their custom. This means understanding which channels factor into their purchasing journey, how they like to pay, the fulfilment options they want to use and what encourages them to spend.