45% of internet users research social media before buying, says Hootsuite

Global purchasing habits changed significantly in 2020, with almost half (45%) of all internet users around the world now using social media platforms to research purchases before they choose to buy goods or services.

Hootsuite’s Digital 2021 Global Report by Kepios, a marketing strategy consultancy, highlighted many behavioural shifts in the digital space last year, but significantly pointed out the need for brands to start looking beyond product reviews, and create “inspirational social experiences” across a multitude of platforms. 

Kepios CEO Simon Kemp, who authored the report, said “the new ecommerce habits people adapted during lockdown will last well beyond the pandemic.