Facebook is far outpacing its rivals when it comes to social media shopping usage in the US, the Uk and Australia.
Research commissioned by UserTesting shows that 80% of British adults use Facebook (80%) for social media shopping followed by Instagram (57%), TikTok (37%), X (34%), and Pinterest (24%). Insights into shopping behaviour in the U.S. reveal a similar pattern with dominant platforms including Facebook (85%), Instagram (49%), and TikTok (38%).
A global survey of 4,000 social media users was cairred out to learn their thoughts about social shopping and the reasons they turn to their feeds for purchases. UserTesting sampled respondents, across three countries including United States, Australia and the United Kingdom.
Among the findings, the research finds that in the UK, social media drives shopping for 68% of users, with 20% shopping weekly and 47% monthly. The most popular items purchased via social media platforms include clothing (53%), gifts (34%), beauty products (34%), shoes (27%), and home decor (23%). Average spending reaches up to £192 per item, with 44% experiencing discrepancies between product ads and the actual items.
Despite this, 72% would continue shopping on these platforms, with purchases often being spontaneous (29%), planned (27%), or a mix (41%). Post-purchase engagement with brands’ social media is also high, with almost one in three shoppers often interacting.
Social proof motivates 48% of UK shoppers to purchase items seen used by others while live shopping events also have a strong draw, with 17% participating and 86% likely to buy featured products.
See the full report
