The vast majority of social commerce buyers are making their purchases from Facebook, according to new research.
Its October 2017 poll of US social media users found that 47.7% of respondents had made their most recent purchase from the social networking giant, far more than any other platform. Instagram ranked a distant second with 8.6%, followed by YouTube (4.5%) and Pinterest (2.1%).
Open Influence also found that fashion and apparel was the top product category for social commerce purchases, at 32.4%. Food and beverage was the second most popular product category, making up 17.9% of purchases via social media.
But Open Influence’s survey data is more reflective of a last-click attribution model that doesn’t account for social media’s potential for less obvious influence along the consumer path to purchase. While more complicated to track, multitouch attribution can give brands and other merchants a better sense of how social media is aiding conversions.
For instance, an August 2017 survey found that nearly half of US social media users made some type of purchase that started on social media at least once per month.
Jay & Julia Taylor own and operate Caney Creek Studio. Caney Creek Studio is a video production, digital marketing, and social media management agency.