For this week’s final Chart of the Day, we consider the prospects for “social commerce” on some of the major networks.

Across five of the biggest platforms, it is active users on Instagram who are most likely to see social networks as a viable channel for product/brand research. Tumblr, Instagram and Twitter are not far behind, with Facebook’s slightly older user base then following.

Despite this, there’s still some distance to cover before users of these networks are sold on the idea of “social commerce”. In all cases, active users are much more likely to undertake product research on these networks than they are to see appeal in using a “buy” button to complete a purchase. Tumblr’s very young users might be at the forefront here, but all of them still have work to do if they want this to become a mainstream proposition.

Also clear from these figures is just how valuable Instagram is to Facebook. As is so often the case, if Facebookers themselves are a little behind average, Instagrammers are at the very forefront. And for Mark Zuckerberg and co., as long as people are engaging via one of its services, it doesn’t matter too much whether it’s Instagram or Facebook that leads the field.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

Never miss a post

By subscribing you confirm you’re happy for us to send you our latest articles.

You’ve read our blog, now see our platform

Every business has questions about its audiences, GWI has answers. Powered by consistent, global research, our platform is an on-demand window into their world.