SACRAMENTO, Calif. – A recent GRIN report revealed new details about consumer shopping habits and provided insights into how marketers can leverage information about this change in consumer behavior in their overall strategy in 2022.
One of the more striking findings indicated that over 85% of consumers made an impulse purchase after seeing an ad for the product posted online.
But persistence is essential to conversion. More than 40% of consumers said they were most likely to buy a product they aren’t actively searching for after seeing an ad for it at least twice. Only 20% of consumers said they are likely to make an impulse purchase after seeing the ad just once.
Roughly 80% of survey respondents said they are more comfortable making impulse buys if a friend or influencer recommended the product. This trend indicates that while persistent advertising leads to snap purchases, product recommendations help consumers justify their impulse buying decisions.
“Brand love is contagious,” GRIN Director of Community Katya Allison said. “When a creator genuinely loves a brand and its products, it gives their followers something they can feel good about buying—even if that purchase is unexpected.”
But where do these online impulse purchases occur?
More than 38% of consumers said they engage with Facebook the most, while 27% listed Instagram as their preferred channel. Additionally, Facebook (65.2%) and Instagram (56.1%) were the only platforms from which more than 50% of respondents said they made a purchase.
But TikTok should continue to increase in popularity as 45.7% of consumers said they prefer short-form (less than 1 minute) video more than long-form video, photo, and text-based content. In fact, more than 90% of GRIN customers said they plan to use TikTok for influencer marketing in 2022.
“TikTok is gaining momentum faster than any other platform,” Allison said. “And in the not-so-distant future, I expect it to be a key pillar in virtually every digital marketing strategy.”
GRIN compiled its 2022 Consumer Ecommerce Shopping Habits & Preferences report based on more than 1,000 U.S. consumers. It illustrates where consumers scroll, what leads them to purchase online, how holiday shopping habits have changed, and sentiments on recent product trends.
View the Full Report: Consumer Ecommerce Shopping Habits & Preferences: 2022 Report
Visit grin.co for more influencer marketing insights and to learn more about GRIN’s top-ranked Creator Management platform.
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