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

I doubt that the shift to completely on-line buying 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 Habits Stats

1. Social buying is an ecommerce normal.

We’ve talked loads about social buying 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 popular channel for product discovery, and 33% have found a brand new product on social media previously three months.

Prior to now three months, 1 in 4 social media customers have additionally instantly 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 almost definitely to have transacted on Fb or TikTok since they provide the most effective in-app buying experiences.

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

Featured Useful resource: If you happen to’re growing your ecommerce technique, our free Ecommerce Planning Kit provides you all of the instruments it’s essential to achieve success, from market analysis templates to deserted cart emails.

2. Gen Z heads the social buying 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 instantly inside an app previously 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 buying on TikTok and Instagram, which they are saying provide the most effective in-app buying experiences.

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

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

However, my mother’s technology has persistently proven minimal curiosity in social buying 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 positive sounded identical to the “Don’t consider every thing you learn on-line” speak she gave me once I was a baby.

All that to say — even when your viewers isn’t totally on board with social buying, you continue to might need some segments of your viewers that may be excited about shoppable alternatives in the event you provided them. To study extra about find out how to make social buying 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 want to get solutions to their questions on-line by way of social search, which is a 40% YoY enhance from that very same interval.

I’m not saying search engines like google are useless and to throw your search engine marketing technique out the window, particularly as a result of customers nonetheless say that search engines like google are the best option to get their questions answered. As an alternative, with the rise of social buying, customers are excited about a seamless shopping for expertise that occurs multi functional place, from trying to find 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 firms 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 firms ought to follow social accountability. They’re more and more selecting to assist manufacturers that take a stance on social points like truthful therapy of workers, range and inclusion, and sustainable enterprise practices.

So, why this need? I attribute it to individuals eager to spend their cash with manufacturers that allow them uphold their day-to-day values. For instance, it is sensible 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 individuals like them. It is sensible {that a} Black client would wish to buy from a model that helps the Black group.

5. Customers search personalization.

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

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

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Providing product suggestions is a straightforward means to offer a personalised expertise, as is providing utilization recaps (assume Spotify’s annual Wrapped campaign) or good content material.

Generative AI is a brand new instrument for entrepreneurs to spice up personalization, and those that already use it say it helps them create extra personalised 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 firms use their information, and 50% normally decline to have their private information tracked.

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76% of respondents to our survey reported worrying about how firms use their private information and strongly agree that they need to have full management over the way it’s used. The principle 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 a web 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 best ways to offer them the personalised 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 every time they need. Additionally they wish to be sure that you retailer it safely and that you’ve their greatest pursuits in thoughts when safeguarding their information from unauthorized entry.

7. Customers are in search of assist in DMs.

One in 5 Gen Z and Millennials has contacted a model by way of DMs for customer support, and 70% of social media entrepreneurs say their firms 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 sensible contemplating the social buying increase. In the event that they’re shopping for a product on Instagram Outlets, why wouldn’t they wish to ship a DM to ask a query throughout the identical app? It eliminates further actions, like discovering a cellphone quantity to make a cellphone name or visiting a web site.

8. Family and friends provide essentially 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 critiques 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 appreciated it.

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

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

Give Customers What They’re Trying 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 Traits Report.

Now that you realize what’s influencing client conduct, you possibly can craft a advertising technique that appeals to your viewers’s most urgent wants and pursuits.