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Customer Behaviour

Confined to home, social media use has skyrocket, and now almost 9 out of 10 UK consumers are using social media platforms as their first source for brand information, according to new data from Influenster, a Bazaarvoice company.

The insights, gathered from 3,232 UK members in its membership network, reveals:

  • Product information: 87% of respondents selected social media as the most common channel to get information about a brand and its products, followed by the brand’s website (44%), email (39%), digital advertising (25%).
  • Influencer reviews: 76% of respondents agree that reviews from social media influencers impact their decision to consider a brand, and 74% of respondents agree that reviews from social media influencers impact their purchase decisions.
  • Purchase decisions: 72% of respondents agree that social media plays a crucial role in their decision to consider a brand. 66% agree that a brand’s social media presence influences their decision to purchase from a brand, with 72% of respondents visiting a brand’s social media pages before making a purchase.
  • Brand engagement: 72% of respondents engage with a brand by following them directly on social media, and 68% would engage with a brand via an influencer who has recommended the brand or shared one of its products.

 Suzin Wold, SVP Marketing, Bazaarvoice comments: “This data reveals that social media is playing an increasingly important role in brand engagement and consumers’ purchase decisions. Because the use of social platforms has risen during the Covid-19 pandemic, it’s crucial for retailers to respond to this behaviour shift and ensure their social media presence meets consumer expectations. By providing accurate, up-to-date information about their brand and its products with high-quality content, retailers can engage with consumers and build trust.

“Our data also shows that consumers are continuing to rely on influencers to learn about products and brands. Consumers perceive influencer reviews of products and brands to be authentic, and it is therefore particularly important for marketers to be transparent about their influencer strategy; for example ensuring that paid social posts are clearly labelled as such – which is required under the Advertising Standards Agency guidelines on sponsored content. If social media marketing is not used in a way that feels authentic, brands risk losing consumer trust.”

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