Social media has become integral to American shopping habits, driven in part by e-commerce features on platforms like TikTok and Instagram. A recent Omnisend survey indicates over half of users were inspired to make purchases based on social media content. When considering product value, 70% rely on social media, favoring verified reviews over celebrity endorsements. Everyday users' recommendations are trusted by 66%, reflecting skepticism towards influencer promotions. TikTok's role as a key starting point for product awareness is emphasized, illustrating its impact on consumer behaviors.
More than half of the 2,000-plus social media users surveyed by Ominsend admit that content on platforms like TikTok and Instagram have directly inspired them to buy something.
When asked how they determine whether 'an item is worth buying,' 70 percent of respondents point to social media content.
Users rank verified reviews as their most trusted source of information on these platforms, followed by other users' comments.
66 percent say they trust recommendations made by everyday social media users, showing a preference over celebrity endorsements.
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