According to new research, social “spend time” is 2:36 pm on Saturdays.
A survey of 2,000 American adults who shop on social media, divided evenly across generations, found that around 2:30 p.m. on a Saturday is the time when you’re most likely to finally pull the trigger on something you saw on social media. Have more chances.
The results found that Saturday was the best day to shop (42%), with Friday not far behind (41%).
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Regardless of generation, nearly two-thirds (63%) admit to browsing products on social media during the workday, with Millennials being especially susceptible (72%).
The survey, conducted by Talker Research on behalf of Chime for their annual State of Social Spending report, explored the purchasing and spending habits of Americans across social media channels. The results found that overall, Americans average browsing products for purchase on social media channels three times per week, although 18% admitted to doing so every day of the week.
But still, respondents visit different channels for different purposes. According to the results, when Americans specifically want to make a purchase, they turn to Facebook Marketplace (49%), Tik Tok Shop (41%) and Craigslist (11%).
But when they’re just browsing products or scrolling for entertainment (which can turn into a purchase), Facebook (32%) and Instagram (19%) top the list.
Interestingly, Americans are twice as likely to feel comfortable saving their credit or debit card information on a social media platform than on a brand’s website or app (45% vs. 21%).
The survey also revealed that Americans spend an average of three hours “window shopping” per day, and estimate that they have four different full carts at different retailers.
The main reasons these carts remain full and not purchased include waiting for items to go on sale (45%), being indecisive (31%) or because they forgot about them (14%).
Only 1% of Americans say “just browsing” “never” leads to making a purchase and many are more likely to pull the trigger in the afternoon (40%) or at night (39%).
In fact, Americans have spent an average of $168 on social media shopping within the last six months. Nearly three-quarters (74%) have purchased an item on social media within the past month.
They are most often buying clothes (46%), fashion accessories like belts, hats or shoes (30%), tech gadgets like phone chargers or projectors (27%) and makeup or beauty products (26%).
Gen Zers shop online for personal care items like body wash or shaving cream (32%), while baby boomers often buy pet supplies (20%) and Gen Zers buy home goods, like furniture (26%). ,
But everyone has their limits. According to the results, it is best to buy food (32%), drinks (32%) and baby or toddler supplies (22%) offline.
“The results showed that social shoppers are almost equally likely to buy something (30%), as they are to intentionally browse products for a specific need (28%). This underlines the role that social “Media plays a role in Americans’ shopping habits,” said Janelle Sellaway, Chime’s chief spending officer. “Still, 45% regret their social shopping which means smart, savvy shopping is still on shoppers’ minds. “Need to be at the forefront.”
The survey also explored the role that targeted ads play in the average social media shopping experience. The results found that despite the sometimes Big Brother-esque stereotype, Americans are slightly more likely to find them helpful (43%) than concerning (41%).
However, Baby Boomers are the only generation that finds targeted advertising more worrying (50%).
On average, Americans see a targeted ad about five times per week for something they’ve only talked about and not typed into their phone.
Taking things a step further, another 44% would try to “create” targeted advertising by whispering “engagement ring” into their partner’s phone or talking about a travel destination into someone’s phone’s ear.
More than nine in 10 (93%) have engaged with targeted ads and have found that they are just as likely to be shown on other websites or social media channels (41%) or be shown other versions of the same ad. The more they interact with them (37%).
“Whether you’re a victim of sales from your favorite brand, doom scrolling or targeted ads, there’s something to be said for effectiveness,” said Selenve. “Although it’s tempting to make a quick purchase, especially when you find something great, it’s important to stop and think. “Shopping wisely means making sure your purchases fit your needs and budget, not just impulse.”
Survey Method:
Talker Research surveyed 2,000 Americans who buy on social media, evenly split by generation (500 Gen Z, 500 Millennials, 500 Gen X and 500 Baby Boomers); The survey was launched by Chime and administered by Talker Research and conducted online between September 5 and September 13, 2024.
We are sourcing from a non-probability frame and the two main sources we use are:
● Traditional online access panels – where respondents opt in to participate in online market research for incentives
● Programmatic – where respondents are online and are typically given the option to participate in a survey to receive a virtual incentive related to the online activity they engage in.
Those who did not fit the specified sample were excluded from the survey. As the survey is fielded, dynamic online sampling is used, adjusting the target to achieve specified quotas as part of the sampling plan.
No matter which source a respondent came from, they were directed to an online survey, where the survey was conducted in English; The link to the questionnaire can be shared upon request. Points were awarded to respondents for completing the survey. These points have a low cash-equivalent monetary value.
Cells are reported for analysis only if they have a minimum of 80 respondents, and statistical significance is calculated at the 95% level. The data is not weighted, but quotas and other parameters are put in place to reach the desired sample.
If interviews failed quality-check measures they were excluded from the final analysis. This also includes:
● Speeders: Respondents who complete the survey in less than one-third of the average length of the interview are disqualified as speeders.
● Open ended: All verbatim responses (full open-ended questions as well as other please specify options) are checked for inappropriate or irrelevant text
● Bots: Captcha enabled on surveys, allowing the research team to identify and disqualify bots
● Duplicates: The survey software has “deduping” based on digital fingerprinting, which ensures that no one is allowed to take the survey more than once
It is worth noting that this survey was only available to individuals with Internet access, and the results may not be generalizable to those who do not have Internet access.
