Social media is widely viewed as a young person's game, so attention inevitably turns to their user habits. Our new Generation Alpha report underlines how important an influence social media has become when today's digital natives are forming opinions on product preferences.
The role of social media in digital commerce has been a hot topic of conversation for a number of years. From a marketing perspective, the rise of Facebook, Instagram, Twitter and the rest have fundamentally changed the rules of engagement between brands and consumers.
On the one hand, social media is viewed as deeply complicit in a general shift in power towards consumers. With more choice than ever before offered through online channels, social media has also given shoppers a platform to voice their preferences and criticisms, subjecting brands to the stark scrutiny of public opinion and word-of-mouth endorsement. On the other hand, social media is also seen as presenting brands with an opportunity to nurture deeper, more authentic relationships with their target markets, to engage with consumers on their own terms.
Social media is widely viewed as a young person’s game, so attention inevitably turns to their user habits. Earlier this year, in our Future Shopper 2019 survey, we revealed clear evidence of the impact social media is having on the shopping habits and attitudes of young consumers under the age of 35 compared to their older counterparts. More recently, these findings have been supported by our Generation Alpha survey of children aged 6 to 16 in the US and UK, which underlines just how important an influence social media has become when today’s ‘digital natives’ are forming opinions on product preferences.