One in five Australians makes impulse purchase on social media for the aesthetic: Finder
Two in five (40%) Australians have made an impulse purchase of a product they saw on social media, and almost one in three (28%) regretted it, according to research by Finder Australia.
A national survey revealed that there are a variety of reasons behind an impulse purchase on social media.
The majority of those who made a spontaneous purchase did so because it seemed like something they’d use (56%), while 24% purchased an item to keep up with trends or friends.
Interestingly, one in five respondents (21%) bought a product purely for the aesthetic, and 20% purchased something because they followed or liked the person who promoted it.
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Overall, Gen Z (70%) and Millennials (59%) are also the groups finding it hard to curb impulsive purchases, compared to Baby Boomers (12%).
Chris Ellis, Finder CEO, said the impact of social media on spending habits is significant.
“Targeted ads are becoming more strategic, making it that much easier for consumers to make quick impulse decisions.”
“Many Aussies are vocal about the things they love on social media – sharing their purchase experience every step of the way for others to engage and react.
“People are watching reviews in real time and experiencing others showcase products and items they love, making it hard to resist. This often lures followers to want the same things and be part of the conversation.”
In terms of product categories, social media has driven Aussies to purchase everything from clothing and shoes (55%) to cosmetics (41%), hardware (20%), books (20%), sporting equipment (20%), kitchen appliances (18%) and toys (13%).
Instagram (55%), Facebook (55%) and TikTok (41%) are the top social media players when it comes to influencing Aussies to buy something.
Ellis said there’s nothing wrong with encouraging consumers to treat themselves, as long as it doesn’t break the bank.
“Many are doing it tough right now – soaring inflation and the cost of living crisis is causing a lot of financial stress.
“Consumers should be encouraged to think about whether the product is something they can afford, and how they’ll feel about the purchase in the long-term.
“A discretionary expense is a cost a household can survive without – even if it feels irresistible in the moment.
“During times of financial uncertainty, households need to be very intentional about their spending to ensure they have enough to pay necessary expenses and save for a rainy day.”
Number of respondents = 1,054
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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