Consumer Behavior Statistics You Should Know in 2024 [New Data]

I doubt that the shift to completely on-line purchasing experiences would’ve occurred as shortly because it did with out the pandemic.

However, the speedy shift confirmed us that the elements influencing client buying selections are at all times altering. On this piece, I’ll go over client conduct statistics I’ve pulled from our 2024 Consumer Trends Report to clarify what’s driving customers this 12 months.

Shopper Conduct Stats

1. Social purchasing is an ecommerce normal.

We’ve talked rather a lot about social purchasing on the HubSpot Weblog as a result of it’s the brand new face of ecommerce. I don’t see its reputation slowing down, particularly since entrepreneurs are seeing the advantages: 59% report extra social gross sales in 2023 than that they had in previous years.

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Our newest client tendencies survey discovered that social media is Gen Z and millennials’ most well-liked channel for product discovery, and 33% have found a brand new product on social media up to now three months.

Previously three months, 1 in 4 social media customers have additionally immediately purchased a product on a social media app, which is a 39% YoY change. Greater than 80% say that they’re happy with their newest social media buy, and so they had been most certainly to have transacted on Fb or TikTok since they provide the most effective in-app purchasing experiences.

Regardless of its progress, customers are nonetheless cautious. Solely 47% really feel snug shopping for by means of social media apps, and 45% belief social media platforms with their card info, possible as a result of the principle fear is that these corporations aren’t legit.

Featured Useful resource: If you happen to’re creating your ecommerce technique, our free Ecommerce Planning Kit offers you all of the instruments you’ll want to achieve success, from market analysis templates to deserted cart emails.

2. Gen Z heads the social purchasing pack.

Gen Z leads the social shopping for pack, as they’re extra engaged in social commerce than different generations. Some stats:

• New product discoveries for Gen Z occur most frequently on social media
• 43% have purchased a product immediately inside an app up to now three months.
• They like to find merchandise on social media in short-form movies and social media marketplaces with off-app purchases (like Fb Market).
• They do most of their social purchasing on TikTok and Instagram, which they are saying provide the most effective in-app purchasing experiences.

If Gen Z is your target market, providing social purchasing alternatives or shopping-forward content material is extra essential than ever.

I do wish to say that you would be able to nonetheless look into and think about social purchasing in case your target market is made up of different generations, as there are at all times individuals who have completely different preferences.For instance, I ought to be completely on board with social purchasing due to my millennial-gen-z-cusp generational alliance, however I’m extremely weary and skeptical of it.

Then again, my mother’s era has constantly proven minimal curiosity in social purchasing the previous 3 times we’ve run our Consumer Trends Survey. Nonetheless, she’s extra excited about it than I ever would’ve anticipated. I needed to give her the identical “Don’t belief each advert you see on the web” speak, which I’m certain sounded similar to the “Don’t imagine the whole lot you learn on-line” speak she gave me once I was a baby.

All that to say — even when your viewers isn’t solely on board with social purchasing, you continue to may need some segments of your viewers that might be excited about shoppable alternatives if you happen to supplied them. To be taught extra about methods to make social purchasing give you the results you want, I like to recommend studying our Consumer Trends Report.

3. Social media search is rising in reputation.

Search engine utilization decreased by 12%, whereas social search utilization elevated by 4% between Could 2023 and January 2024. 21% of customers choose to get solutions to their questions on-line by means of social search, which is a 40% YoY improve from that very same interval.

I’m not saying search engines like google and yahoo are lifeless and to throw your search engine marketing technique out the window, particularly as a result of customers nonetheless say that search engines like google and yahoo are the simplest option to get their questions answered. As an alternative, with the rise of social purchasing, customers are excited about a seamless shopping for expertise that occurs multi function place, from looking for merchandise to post-purchase customer support.

My Professional Tip: Create a social media SEO strategy to adapt to this new client conduct.

4. Customers like socially accountable manufacturers.

Company social accountability is when corporations have considerate practices and initiatives that contribute to the betterment of the world.

I ran a survey in April 2024 about company social accountability, and 90% of respondents stated that corporations ought to observe social accountability. They’re more and more selecting to assist manufacturers that take a stance on social points like honest therapy of workers, range and inclusion, and sustainable enterprise practices.

So, why this want? I attribute it to folks eager to spend their cash with manufacturers that allow them uphold their day-to-day values. For instance, it is smart that somebody dedicated to sustainability of their day-to-day life would wish to purchase from a sustainable enterprise that makes use of eco-friendly packaging and sustainable manufacturing strategies.

Folks additionally wish to see themselves represented and assist manufacturers that assist folks like them. It is smart {that a} Black client would wish to buy from a model that helps the Black neighborhood.

5. Customers search personalization.

Customers need customized experiences, however most say that the content material they see from manufacturers isn’t customized to their pursuits.

Entrepreneurs really feel equally and say that the expertise clients get from their model is considerably customized, however that is at direct odds with their perception that providing a customized expertise will increase the probability of repeat clients.

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Providing product suggestions is a straightforward manner to supply a customized expertise, as is providing utilization recaps (suppose Spotify’s annual Wrapped campaign) or good content material.

Generative AI is a brand new software for entrepreneurs to spice up personalization, and people who already use it say it helps them create extra customized content material (77%) and personalize clients’ experiences with their firm (72%).

6. Customers have considerations about information privateness.

Whereas customers need personalization, they’re additionally weary about how corporations use their information, and 50% often decline to have their private information tracked.

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76% of respondents to our survey reported caring about how corporations use their private information and strongly agree that they need to have full management over the way it’s used. The primary figuring out issue when deciding who to share information with is their stage of belief in stated firm.

I’m with customers on this, as there’s a 99% likelihood I’m clicking “Reject All” when an internet site asks me about cookies. However, that is at odds with what I do know as a marketer — having information about customers is one of the simplest ways to offer them the customized expertise they need.

One of the simplest ways to accommodate these privateness considerations however proceed to ship on expectations is to offer customers management.

Customers advised us that they wish to select whether or not to share their information and to have the ability to delete it out of your database each time they need. In addition they wish to make sure that you retailer it safely and that you’ve got their greatest pursuits in thoughts when safeguarding their information from unauthorized entry.

7. Customers are looking for assist in DMs.

One in 5 Gen Z and Millennials has contacted a model by means of DMs for customer support, and 70% of social media entrepreneurs say their corporations already provide service on social media to accommodate the assist requests they’re getting.

Customers are turning to social media DMs for customer support, which is smart contemplating the social purchasing increase. In the event that they’re shopping for a product on Instagram Retailers, why wouldn’t they wish to ship a DM to ask a query inside the identical app? It eliminates extra actions, like discovering a telephone quantity to make a telephone name or visiting an internet site.

8. Family and friends provide probably the most trusted suggestions.

As entrepreneurs, we all know that influencer advertising is highly effective and impactful.

We all know that influencer advertising is highly effective. Customers like and belief influencers and their suggestions, however evaluations from their family and friends are nonetheless extra impactful than suggestions from influencers.

This tracks for me as a client. I observe a couple of influencers however nonetheless take their suggestions with a grain of salt. I’m more likely to indiscriminately buy one thing if my greatest pal or mother advised me they favored it.

From a marketer’s perspective, I view this as a sign that buyers wish to hear from consumers like themselves. I like to recommend sharing buyer evaluations and selling UGC in your profiles, as testimonials from relatable folks can go a great distance.

This doesn’t imply abandoning influencer advertising. If you happen to select to make use of it, be sure the influencers’ area of interest aligns along with your viewers, and let the influencers be themselves and share their very own persona—genuine and relatable content material on social media is extra essential than the rest.

Give Customers What They’re Wanting For

I simply went over a couple of of the important thing client conduct statistics that stood out to me from our newest iteration of our Shopper Tendencies Report.

Now that you understand what’s influencing client conduct, you’ll be able to craft a advertising technique that appeals to your viewers’s most urgent wants and pursuits.