Social media is becoming powerful in driving the purchase journey, but savvy consumers are demanding more. Interactive storytelling, empowering choice and value-driven connections are the keys to unlocking trust and igniting purchases in this rational era.
Toby Xu, Research Analyst, Technology and Media, China
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Executive Summary
- Key issues covered in this Report
- The market
- Companies and brands
- The consumer
- Graph 1: behaviours on social media through the purchasing journey, 2023
- Graph 2: reasons to purchase on social media, 2023
- Graph 3: important aspects for consumers when shopping on social media, 2023
- Graph 4: perception of social media platforms as shopping channels, 2023
- Graph 5: factors that attract purchases on social media, 2023
- Graph 6: social media using habits, 2023
- Graph 7: attitudes towards social media retail, 2023
- Issues and insights
- What we think
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The market
- Market overview
- Graph 8: short video users and penetration, 2021-23
- Graph 9: livestreaming ecommerce users and penetration, 2021-23
- Market factors
- Graph 10: consumer confidence index, 2019-23
- Graph 11: consumer price index, 2019-23
- Key players’ performance
- Market highlights
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The consumer
- Behaviours on social media
- Graph 12: behaviours on social media – browsing/exploration, 2023
- Graph 13: behaviours on social media – learning about products/brands, 2023
- Graph 14: behaviours on social media – purchasing, 2023
- Graph 15: behaviours on social media – interacting with brands, 2023
- Graph 16: influence of social media platforms through consumer purchase journey, 2023
- Reasons to purchase on social media
- Graph 17: reasons to purchase on social media, 2023
- Graph 18: reasons to purchase on social media, by monthly personal income, 2023
- Graph 19: reasons to purchase on social media among 95s and 00s (Gen Z), by city tier, 2023
- Graph 20: reasons to purchase on social media among male respondents, by city tier, 2023
- Perception of social media platforms as shopping channels
- Graph 21: important aspects for consumers when shopping on social media, 2023
- Graph 22: important factors for consumers when shopping on social media, by monthly personal income, 2023
- Graph 23: important factors for consumers when shopping on social media, by city tier, 2023
- Graph 24: perception of social media platforms as shopping channels, 2023
- Factors that attract purchases on social media
- Graph 25: factors that attract purchases on social media, 2023
- Graph 26: factors that attract purchases on social media, by monthly personal income, 2023
- Graph 27: factors that attract purchases on social media, by city tier, 2023
- Social media using habits
- Graph 28: social media using habits – content preference, 2023
- Graph 29: social media using habits – purchase decision, 2023
- Graph 30: social media using habits – interacting with brands, 2023
- Graph 31: social media using habits – interacting with brands, by monthly household income, 2023
- Graph 32: social media using habits – for local life services, 2023
- Graph 33: social media using habits – for local life services, by living situation, 2023
- Attitudes towards social media retail
- Graph 34: attitudes towards researching products on social media, 2023
- Graph 35: attitudes towards choice of purchasing platform, 2023
- Graph 36: attitudes towards choice of information channels, by generation, 2023
- Graph 37: attitudes towards purchasing decision-making, by monthly household income, 2023
- Graph 38: attitudes towards influence of marketing content, 2023
- Graph 39: attitudes towards content form preference, 2023
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issues and insights
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Appendix – methodology and abbreviations
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