The struggling social app’s users have a high likelihood to shop for products and services on smartphones.
Millennials love their social media apps but certain users are far more likely to be mobile commerce shoppers. In the U.K., Snapchat users are 300 percent more likely to buy products and services over a smartphone (compared to the average British adult).
It seems that people inclined to use Snapchat also have tendencies toward using phones for shopping.
Thirty three percent of British Snapchat users say they are quite comfortable being mobile commerce shoppers. In fact, they said that they would be fine making purchases greater than £100 over mobile. That being the case, it means they are 74 percent more likely to spend that amount of money over mobile commerce than the average British person.
This data was obtained through a study of 2,000 people in the United Kingdom. Criteo conducted the study. The marketing technology determined that 64percent of social media users who access their accounts at least weekly will have made at least one purchase on a mobile device.
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This illustrates a direct link between mobile commerce shoppers and regular social media users.
That said, the Criteo study did not try to indicate what that link may be. It did not attempt to suggest if people prone to using social media were more likely to shop on their devices because of comfort using smartphones. It also didn’t indicate whether social media platforms themselves might be the driving force. It simply stated that those using social media platforms regularly were also likely to have made a purchase in the last seven days.
Millennials are the age group least likely to be convinced by price in terms of making repeat purchases, said Criteo. That said, they are the market most likely to be encouraged to shop because of free gifts, personalization and experience enhancements.
Furthermore, 10 percent of the people within the 18 year old to 34 year olds have said they were willing to buy a plane ticket on their smartphones. Among those mobile commerce shoppers, 12 percent said they’d book an entire vacation on their phones. Moreover, 8 percent of people aged 18 years to 24 years said they’d buy a car with their phone.