One-quarter (28%) of 18-34 year-olds have made a purchase via social media, according to a survey across 11 markets from Shopify. One in five (20%) online consumers in the 35 to 54 age group also reports the same.
While those older than 55 are least likely to have made a purchase via social media in the past six months, at least 10% in Australia, Italy, the US and New Zealand have. This even rises to more than one-fifth (22%) in India.
The importance of social media in the purchase journey is likely to increase as social commerce...