New York—They’re a generation that is larger and may have more impact on society than the Baby Boomers did: the Millennials. And one of their favorite tools that use for shopping is social media, which already is changing the way all retailers market and sell.
For get an indication of just how significant a role social media plays in the Millennials’ shopping, Teen Vogue recently conducted a “Seeking Social” survey that explores “the role social media plays in the beauty and fashion decision-making process, identifying where, how, and why they engage with social.”
Social media delivers more than wish-list window shopping—it is, essentially, a social-purchasing path for girls that leverages each platform’s strength and point of engagement to enhance the shopping process. 85% of respondents have been driven to purchase something after seeing it on a social media network—but the storefront of a posting is just the beginning.
Young women take a three-part path on social before transaction:
1. See It: Instagram is the number one platform that inspires respondents to purchase
2. Search It: When respondents find a fashion or beauty brand they like on social media, they search YouTube videos of how best to wear or apply the product (52%)
3. Shop It: Before purchase, they engage in “comparison shopping” on social media platforms. By platform, top behaviors include the following:
-Find additional product images: Pinterest (48%)
-Read reviews and recommendations: YouTube (43%)
-Seek out sales/deals: Facebook (36%)
Emerging Trends: 1 in 4 respondents (26%) have made a purchase directly from a social network. Another 47% would like to see social networks provide the ability to purchase a product they’re viewing directly from the network’s feed.
The Future of Social
Influential young women are seeking to maximize technology’s ability to personalize. They want social media to bring them closer to the products and brands they’re seeing on their screens, seamlessly translating the digital experience to a bricks-and-mortar transaction.
When asked what they would like to see more of from fashion and beauty brands on social media:
-81% said more product sampling
-65% said “Tell me where the closest store is to buy the product I’m looking at”
-56% said “Post more looks and products that make sense for where I live”
According to respondents, the future belongs to Instagram. It is the platform most cited as the one that “everyone will be talking about next year,” and the clear must-have app this year:
“If you had to pick just one social network to use, what would it be?”
No. 1: Instagram
“What is the social network you’ll be talking about in the coming year?”
No. 1: Instagram
About the Survey
Fielded March 4 to 11, the survey generated 1,074 responses from Teen Vogue‘s It Girl community, composed of a U.S. sample of young women, ages 13 to 29. The survey was developed by Teen Vogue‘s in-house consumer insights group, Teen Vogue Think Tank, and executed by Vision Critical, a market research firm based in Vancouver, BC.
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