Snapchat has emerged as a leading social shopping platform in the U.S., according to a new study by the National Research Group. The study, titled “Snapchat E-Commerce Attitudes and Behaviors Across the Purchase Journey,” surveyed 18-55-year-old consumers who use at least one major social platform weekly and are engaged in ecommerce verticals like apparel, beauty, specialty, and home goods.
Key Findings
Snapchatters Love to Shop
- 88% of Snapchat users love to shop.
- 82% consider shopping a primary hobby.
- 75% buy items they like immediately.
- 86% are comfortable making large purchases online.
Discovery Habits
- 81% of Snapchatters learn about new trends and products through social channels.
- 85% discover new products or brands from social ads and content.
- 81% get shopping ideas from social channels.
Recommendations and Influence
- 72% seek recommendations from friends and family before making online purchases.
- 82% are likely to try brands discovered through friends and family.
- 87% frequently suggest brands, products, and services to others.
- 73% feel connected to people when discussing shopping habits.
Trust
- Snapchatters trust recommendations from family and friends 1.5X more than from influencers.
- They are 70% more likely to trust apparel, specialty goods, and beauty brands than non-Snapchatters.
Spending Power
- Snapchatters outspend users on other platforms in several categories:
- Apparel: +24%
- Beauty & Personal Care: +17%
- Specialty: +20%
- Household: +143%
Implications for Brands
- Community Engagement: Snapchat fosters a community of active and influential shoppers.
- Trust and Credibility: High levels of trust among Snapchatters make it an ideal platform for building brand credibility and loyalty.
- Spending Power: The significant spending power of Snapchatters makes them a valuable audience for ecommerce brands.
Conclusion
Snapchat provides a fertile ground for brands to showcase their offerings, capture interest, and foster customer loyalty. With Snapchat shopping ads and AR shopping features, businesses can effectively reach and engage their target audiences, revolutionizing the way people shop.
