Influence of social media on purchases for holidays

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No less than 15% of the Dutch people shop via social media channels and many more people use the platforms for inspiration. A survey by Salesforce shows that 1 in 10 purchases take place at digital points of purchase, such as apps that are not connected to physical stores or brands. Traditionally, November and December are the months when consumers spend the most money thanks to the holidays. Many purchases are made digitally.

80% is influenced by the Internet

As many as 8 out of 10 shoppers are influenced by the internet before making a purchase. Search engines have the biggest influence, but social media is becoming more and more popular. This is an impressive statistic.

In fact, 80% of shoppers are affected by what they see online before making a purchase. This usually starts with typing a keyword in a search engine but later spreads to the social media channels.

Especially if an advertiser is retargeting, where someone who has visited the website will see advertisements on for example Facebook or Instagram at a later time.

Three-quarters change their mind

As many as 76% of mobile shoppers change their mind about which store or brand to buy after searching online. Don’t forget that nowadays everyone walks around with a powerful mini-computer in their pocket. This makes it easier than ever to research a product, even if the customer is already in a store.

There is a lot of searching for reviews, so if you sell products through social media it is important to also collect and share reviews from satisfied customers. Because there’s so much information available anytime, anywhere, this can cause a customer to change their mind if they find a better (or cheaper) product while searching on their smartphone.

Outperform your competition with more attractive ads and better offers to turn their leads into your customers.

Influencers affect mainly the youth

If you have a limited budget to spread over the year, you can choose to spend a large part around the holidays, when people are already at the ready with their wallets. An effective way to reach the youth is through influencers.

Generation Alpha (6 to 16 years old) is strongly influenced by their favorite vloggers and bloggers. Research by Wunderman Thompson Commerce shows that friends have the most influence on buying behaviour with 28 percent. Influencers are directly behind with 25 percent.

In third place is the influence of the family with 21 percent. It can be very effective to work with influencers because they radiate authenticity and have the trust of the target group. You really don’t have to choose someone with millions of followers, for small brands it often works even better to work with a micro-influencer with a few thousand followers. This is because the target audience is often better specified.

Shopping on YouTube

68% of shoppers visit YouTube on their smartphone to determine what they want to buy. Videos are easy to watch and easier to process than text. Don’t forget to have a presence on YouTube with your company and work on a robust mobile video strategy for the holidays.

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