Purchasing options via social media channels are becoming increasingly popular

Whether Facebook or Instagram, WhatsApp or YouTube: Social media is no longer just a place to exchange information and opinions. Social media channels now also offer their users the opportunity to shop - and do so successfully. The pandemic has further increased the acceptance of shopping channels: one in ten people have become social shoppers during the coronavirus crisis.

Discounted prices, trusted brands and individual offers

When asked what motivates or would motivate internet users to shop via social media channels, a quarter of respondents mentioned a reduced price. However, the cost-driven motivation decreases with increasing age. The older the online users, the less decisive the discount. While around a third of 18- to 24-year-olds (39%), 25- to 34-year-olds (34%) and 35- to 44-year-olds (31%) cite the discounted price as the top motivation for making a purchase via social media channels, only 23% of 45- to 54-year-olds and just under a fifth of older people (19%) still do so.

The second factor that convinces users is brands: just under a fifth of respondents (18%) state that trustworthy brands motivate them to shop via a social media platform. In third place is the statement that offers on Facebook, Instagram and co. are interesting because they are tailored to their own interests (17%). In fourth and fifth place are the reasons that ordering is uncomplicated (16%) and that very good reviews from other users (14%) inspired them to do so.

Students and large households are bargain hunters

The study clearly shows that students are bargain hunters. 41 percent of university students are tempted by a discount, so they shop via social media. In addition, discounted prices tempt large households to store: The larger the household, the more frequently a discount is cited as the reason for shopping via Facebook & Co. While only around a quarter of respondents from small households (up to three people) cite the discount as a reason for shopping, this figure is already a third for four-person households and as high as 40 percent for households with five or more people. Interest in discounts is particularly high among households with three children (45%).

One in three high earners (33%) with a net household income of 5,000 to 10,000 euros is also motivated to buy by a discount.

What young users appreciate

Strong brands score equally well with men and women: Just under a fifth (18%) of respondents state that a trustworthy brand motivates them to make a purchase via a social media platform. Young users are particularly brand-conscious: 29% of 18 to 24-year-olds show a willingness to buy from brands, compared to 22% of 25 to 34-year-olds. Internet users who are still in education (24%) or studying (34%) are also more likely than average to be motivated by strong brands to make purchases via social media.

The younger the user, the more likely they are to shop or would shop via a social media channel because the offers here are tailored precisely to their own interests. While this is important to 17% of Germans on average, it is important to 25% of 18 to 24-year-olds and 23% of 25 to 34-year-olds. Here too, trainees (29%) and students (26%) stand out with a particularly high propensity to consume.

According to the study by Greven Medien, the recommendation of likeable influencers and celebrities generally hardly motivates users to use social media channels as a shopping platform. This only applies to four percent of respondents. However, influencers and celebrities play a much more important role in younger target groups: 11% of 18 to 34-year-olds state that they follow such recommendations.

Limited offers via social media interest high earners

When companies create a limited offer that is only available via social media, this only activates seven percent of Germans to make a purchase. However, this is of above-average interest to one in ten high earners with a net household income of 5,000 euros or more. It may therefore be worthwhile for companies with high-priced products to test the sales channel via their social media platforms with limited offers.

Tip for local entrepreneurs: seize digital opportunities  

"Our latest survey on social commerce shows the potential that social media platforms also have as a sales channel for small and medium-sized companies. I advise every entrepreneur to review their marketing strategy and test new sales channels such as social media channels. It is not only during the corona crisis that targeted digital marketing will have a positive impact on business development," says Patrick Hünemohr, Managing Director of Greven Medien. "As consumers even want to support local retailers, companies should make it as easy as possible for them to do so and create suitable digital offers."