[SNS purchasing behavior survey 1.] 47% of social media users “search brands on SNS every day”
The first installment of the “Consumer Purchasing Behavior Survey on Social Media” series conducted by Capterra targeting 1,036 monitors nationwide has been released.
The purpose of using SNS is changing along with the popularity of “social commerce,” where people can even purchase products on SNS. This article summarizes changes in how consumers use SNS based on a survey conducted by Capterra on 1,036 monitors nationwide.
The survey target was domestic “online consumers” who regularly use SNS and often purchase products and services online, and received valid responses from 1,036 people (see the end of the article for an overview of the implementation). .
For details, see this article “[SNS purchasing behavior survey part 1] 47% of social media users check brand information every day” (https://www.capterra.jp/blog/3337/customers-behaviors-on-sns). SNS usage
1. LINE is still the overwhelming number one. 90% of the respondents answered that they use LINE.
Q. “What kind of social media do you mainly use?”
・ LINE (90%)
When it comes to apps that can send texts and make TV/voice calls, LINE is still overwhelmingly used in Japan. On the other hand, in Europe and the United States, there are very few users of LINE, and WhatsApp is often used as the standard app.
2. Companies need to develop a strategy for each SNS platform As you can see from the data below, consumers use each SNS for different purposes. Understanding how each platform is used is the key to successful social media marketing and campaigns for companies. [Image 3
Q. “How do you usually use social media?”
Communicate with friends and family, check up-to-date status ・ LINE (87%)
Post and share photos and videos
・ LINE (25%)
Get news and current affairs information
・ LINE (31%)
Follow and search brands and products
・ LINE (16%)
・ LINE (16%)
Follow artists and celebrities
・ LINE (25%)
SNS as a source of information on products and services
3. 47% of online consumers search for brands on social media every day [Image 4
Q. “How often do you use social media to find information and news about companies?”
・ Everyday (47%)
・Once a week (25%)
・Once a month (8%)
・Once a year (1%)
・Do not search (19%)
When asked how often they use SNS to search for information and news related to companies and brands, it was revealed that 47% of the respondents answered “daily”. In the past, people used to use search engines such as Google and Yahoo as a means of searching for brands and products they were interested in, but recently, it can be said that SNS is being used extensively.
4. Information from influencers and celebrities has a weak influence on obtaining product and recommended information on SNS
Q. “What do you think is the best source for getting information about products and services and recommended information on social media?” ・Provided directly from companies (36%)
・ Friends and family (22%)
・Media (news, newspapers, magazines, etc.) (20%)
・Influencers, celebrities (15%)
Surprisingly, product information and recommended information issued by influencers active on Instagram and TikTok seem to have little influence. Because the Internet allows anyone to speak, it can be said that users are also aware of the sources of information.
When it comes to the type of content being sent on social media, 61% of respondents said that permanent posts, photos and videos are more appropriate than short-lived stories and livestreams.
Deep-seated security concerns
5. 85% of respondents are concerned about the handling of data uploaded to SNS A previous international survey of subscription-type services revealed that people in Japan are much more reluctant to register their credit card information online than in other countries.
A similar trend can be seen in this survey, with 85% of respondents saying they have privacy concerns about the handling of data such as personal information and photos uploaded to SNS.
Q. “Do you have privacy concerns about how the data you upload on social media (including personal information, photos and videos) is handled?”
・Somewhat concerned (55%)
・Very concerned (30%)
・ Not very concerned (12%)
・Not worried at all (3%)
Companies and brands that use social media to market and advertise should clearly communicate the security measures they have in place to reduce user privacy concerns.
“The latest circumstances and future prospects of the subscription business model”:
https://www.capterra.jp/blog/3091/subscription-business-model-trends-and-prospects Summary of Consumer Purchasing Behavior Survey on Social Media LINE is still overwhelmingly No. 1. 90% of the respondents answered that they use LINE.
Companies need to develop a strategy for each SNS platform
47% of online consumers search for brands on social media every day Information from influencers and celebrities has a weak influence on obtaining product and recommended information on SNS
85% of the total are concerned about the handling of data uploaded to SNS This article summarizes the results of a survey of consumer purchasing behavior on social media conducted by our company. The survey was conducted online from November 11th to 18th, 2022 for 1,036 monitors nationwide. The target audience was those who met the following conditions.
・Must be a resident of Japan
・Being 18 years old or older but under 76 years old
– Actively purchase products or services online at least once every 6 months – Uses social media at least multiple times a week
The age structure is as follows.
・18 to 25 years old 10%
・26 to 35 years old 18%
・36 to 45 years old 17%
・46 to 55 years old 21%
・56 to 65 years old 24%
・66-75 years old 10%
Since its founding in 1999, Capterra, a free comparison platform for SaaS / software products, has supported many small businesses. Find and compare SaaS products and browse verified user reviews to help you choose the right product for you.
For more information, please visit our website (https://www.capterra.jp/).
Details about this release: