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Social media driving 27% of online purchases for younger shoppers

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Social media is playing a key role in the omnichannel commerce mix, with one in five (19%) UK consumers saying they have made a direct purchase from a social media ad.

According to research from Episerver, Reimagining Commerce, which questioned 4,500 global consumers, including 1,000 in the UK, also shows that 11% of UK shoppers go to social media for inspiration first when they don’t have a specific product in mind to buy — which is more popular than going to a brand’s website (8%) and a brand’s app (3%).

The data also reveals social media has the greatest influence with those aged 37 years and under, with as many as 21% turning to social channels to get inspiration online, compared to only 5% of those aged 38 or more.

Furthermore, 27% of shoppers aged 37 and under have made a direct purchase from a social media ad, compared to just 15% of those in older age groups.

Commenting on these findings, Ed Kennedy, Senior Director of Commerce at Episerver says: “Our research shows that social integration is becoming an increasingly important strategy in the commerce mix that brands cannot afford to ignore. Ultimately, however, it’s the fundamentals of the digital experience — such as personalisation, relevance and ease of use — where the majority of conversions are won or lost.”

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