Social media doesn’t easily influence UK consumers

A new survey of 2,000 UK consumers by Voyado, a leading retail technology platform, reveals that UK consumers are not as influenced by social media ads or influencers as brands might think.

According to the research, the majority (57%) have nevermade a purchase through a social media ad, while an even bigger majority (66%) have never made a single purchase via an influencer.

The data also revealed significant differences between generations, when it comes to the impact social media has on purchasing, with younger demographics buying significantly more than older generations via social media or influencers.

However, those who are being influenced don’t purchase through social media channels often. The data shows that just 9% purchase via social media ads to make purchases more than once a year, whilst the same is true for 11% of those using an influencer.

Other stats include:

• 1% using social media ads or influencers for every purchase
• 2% using social media ads or influencers for most of their purchases

Karl Stone, Head of Voyado UK, says: "As the consumer landscape continually evolves, retailers must focus on building diverse touchpoints. Direct marketing has its advantages; however, our research shows that influencers and social ads currently only appeal to younger buyers, so for brands to capture all demographics effectively, they need to re-evaluate their marketing tactics.

“A message we’re hearing back from customers, is that they need to be customer focussed rather than channel focussed. So being aware of which segments of audiences are influenced by social media will be crucial to considering its use within marketing tactics.

“For example, certain trends and emerging social media platforms like TikTok are much more prominent among younger generations, whereas factors like human interaction and the ability to physically examine products hold sway across generations.

“To connect with older demographics in particular, customization is key, and adapting influencer approaches to match their preferences is essential. To do this effectively, brands must collaborate through various channels. For example, email, and in-store events, will resonate much more with older demographics.

“Ultimately, it’s important for brands to align their marketing strategies and product offerings with the unique preferences of each generation or target demographic, ensuring a personalized, engaging, omnichannel shopping experience. Using multiple touchpoints can ensure that brands are creative in bridging the generational gap and effectively leveraging influencers.”