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SOCIAL COMMERCE – WOMEN FOCUS ON META PLATFORMS

FEMALE SOCIAL MEDIA SHOPPERS MOSTLY SHOP ON FACEBOOK AND INSTAGRAM – MEN USE
GREATER RANGE OF PLATFORMS

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Almost half of Germans (48%) actively shop via social media platforms or are at
least open towards social media shopping, this is what YouGov’s 2022 survey on
social commerce found out. Social commerce guarantees a direct and frictionless
connection between vendors and buyers. While social media platforms used to be
mainly a source of inspiration for consumers on one side, and the perfect medium
for personalized and targeted advertising for brands on the other, the
possibility to make direct purchases without having to leave the platform are
the next level – with purchasing barriers reduced to the max. Given that social
media usage rates are above 90% in most countries, the sales potential of social
commerce is a no-brainer: The global social commerce market is surging and
expected to exceed revenues of US$6 trillion by 2030. When putting a spotlight
on the most frequently used platforms for social shopping in Germany, the two
Meta platforms Facebook and Instagram lead. An even closer look reveals
significant differences in the usage according to gender:



In comparison to other social media platforms, Facebook and Instagram are the
most popular social commerce destinations for men and women in Germany alike –
both platforms reach the highest relative shares of active or potential shoppers
in both gender groups. But the differences in the actual usage of the platforms
between the genders are high. In the group of female respondents, Facebook and
Instagram are only four percentage points apart with a usage of 44% and 40%,
respectively, while all the other social media platforms in the comparison reach
usage rates of only 10% and less among women. Men, on the other hand, are
significantly more likely to shop on Facebook than on Instagram – 49% versus 28%
of men state that they (potentially) buy via these platforms, respectively. All
other platforms in the comparison reach higher rates of (potential) usage among
men than among women. Twitter, for example, is used for shopping by 13% of men,
compared to only 4% of women. Men are thus apparently more open towards trying
out social shopping on different platforms while women tend to focus on the two
“old hats” Facebook and Instagram.

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March 2023

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