1、Social media shoppingWhat drives consumers in-app social purchases?REPORTSocial media as a growing advertising mediumSocial media is a cornerstone of modern marketing,with paid placements and organic brand experiences.According to GroupM,digital advertisings portion of overall U.S.ad investments in

2、2023($325.3B)will grow 8.4%,and by 2028,digital will make up 74.4%of total ad revenue.Why?Social platforms offer highly engaged,diverse consumer audiences and unique powers to drive brand awareness and performance outcomes like e-commerce activity.Over the last few years,social media platforms have

3、introduced new features for brands to engage with their audiences.For example,they allow consumers to browse and purchase items directly through their app.Instagram led the way several years ago,and more recently,TikTok launched an in-app shop.These touchpoints at the bottom of the funnel in the con

4、sumer journey open up opportunities for brands and creators to foster more meaningful and fruitful relationships than ever before.And with 48%of GenZers planning to do their holiday shopping on social media platforms this year,its crucial that brands place their products in social media feeds to cap

5、italize on the growing spending power of this generation.Against this backdrop,DISQO evaluated consumers social media habits and preferences for engaging with brands on their favorite platforms.We collected tens of thousands of opinions from the DISQO audience.Our customer experience(CX)insights hig

6、hlight the opportunity to drive product discovery and sales in social media.80%of consumers use social media dailyDISQO surveyed 19,293 U.S.adults from our industry-leading customer experience audience,between October 7-8,2023.More than 2M people have opted in to share their experiences with DISQO,e