Influenster, a product discovery and review programme, has released data that shows that Instagram is the most used social media platform among UK consumers.
Almost 46 per cent of consumers have selected Instagram as the app they have consumed the most content during the pandemic.
Moreover, the data revealed by the Bazaarvoice, a software solution provider for retail, states a consumer behaviour change, with around 82 per cent of consumers spending more time on social media ever since the deadly coronavirus started spreading across the globe.
The data reveals that during the lockdown, 67 per cent of users increased their use of Instagram, while 47 per cent increased their use of TikTok. While the influencer content with 46 per cent has been the most popular form of social media content, shopping content is at second place with 39 per cent.
The data further states that quarter of consumers in the UK are choosing to shop on social media. Of that quarter, around 92 per cent purchase from Instagram, with Facebook occupying the second spot at 39 per cent, followed by YouTube at 22 per cent and TikTok at 20 per cent.
According to Bazaarvoice, “This data reveals that social media is playing an increasingly important role in brand engagement and consumers’ purchase decisions. It’s vital for retailers to respond to this behaviour shift and ensure their social media presence meets consumer expectations.”
Furthermore, while 59 per cent prefer to shop directly from the brand’s website, 54 per cent chose retailers’ site, 31 per cent followed the link provided by influencers and 25 shopped from social media platforms.
Almost 16 per cent chose to order online and pick up from store, while 9 per cent said that they only shop-in-store.
The rising use of the social media platform globally and consumer shift in behaviour make it a key opportunity for the retailers to reach out to the customers.
By approaching the consumers, the retailers can offer more relevant content to engage the consumers on their choice of platform.
