Social networks are a purchase option for 44% of consumers

The social networks They’re a Purchase option that Spanish consumers are increasingly taking into account. This is what emerges from the international study carried out by the software opinion platform, Capterra, on the conline consumer behavior on these platforms.

The study has been carried out in five countries, Spain, Brazil, France, Great Britain and Mexico, and one of the main conclusions drawn is that 44% of online users have already made purchases through social networks .

The report demonstrates how digital consumer buying habits across social media vary by social network and by the type of content brands post. The most important results of the survey are summarized below.

Shopping via social networks is a reality

In recent years, social networks have incorporated specific functionalities that allow brands to promote their products and services, facilitating not only the consultation but also the purchase online consumers, and then becoming new sales channels.

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The purchase through social networks can be made in various ways: paying within the same social network, redirecting the user from the catalog to the store’s website or using the platform to contact the seller directly and then make a purchase. independent payment, among others. Making it easier for consumers allows the conversion ratio to buyers to be higher.

The international study carried out by Capterra indicates that, while 27% of online consumers have not bought via social networks but are interested in doing so, 44% of online consumers have already made purchases via social networks.

The situation in Spain, specifically, is very balanced: a third of Spanish online consumers indicate that they have already bought on social networks, another third say that they have not done so but are interested in doing so, and the last third say that they have not He has done it and he has no intention of doing it either.

The temporality of the content affects the positioning of the brands

There are different types of content in relation to their temporality. the static is one that is permanently available, the ephemeral is the one that can be consulted for a limited period of time and the live it is the one that is only available during the transmission.

According to the study, 62% of respondents say that, when receiving information or recommendations about products and services from brands, they prefer static content that they can consult whenever they want. In contrast, 28% indicate that their preference is ephemeral content and 9% indicate that live content.

What influences more?

As has been verified based on the results of the study, the objective of many brands is to get consumers interested enough in their products and services to achieve conversion through social networks themselves. Respondents who say they have bought via social networks also indicate the types of content that most influence them when making these purchases.

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