Snapchat has shared some new insights into consumer behaviors in the app, and how Snapchatters discover and engage with content that influences their purchasing behaviors.
The new report, conducted in partnership with the National Research Group, is based on surveys of Snapchat users in Europe, the Middle East and Africa, which were conducted earlier this year, and provides an overview of some the key influences on their shopping activity.
Which, of course, is region-specific, but many of the same trends would be reflective of other users as well.
So what are the key notes?
First off, Snapchatters are more likely than users of other apps to highlight shopping as a key activity.
According to the data, 87% of Snapchatters agreed with the statement “I love to shop,” versus 77% of non-Snapchat users. 71% of Snap users also indicated that they consider shopping to be “a primary hobby”. Which is a bit strange, I’d never personally considered shopping to be a hobby before, but there you go.
The data also shows that 85% of Snapchat users are comfortable making large purchases online, while 71% of Snapchatters often seek recommendations from friends and family before making online purchases (compared to 42% on other platforms).
In terms of discovery, 84% of Snapchatters say that they learn about new trends and products through social channels, versus 54% of non-Snapchatters, while the vast majority of Snapchatters are also more likely to try brands that they discover through friends and family.
Peer and influencer endorsement is also important, with 74% of Snapchatters indicating that they feel more connected to brands that their friends talk about, while 84% of Snapchatters “trust brands more if recommended by someone like themselves”.
So if you were looking to reach Snapchat users, brand awareness is important, and reaching their social circles via connections and relevant influencers where possible.
Finally, the report also suggests that Snapchatters are more willing spenders in a range of categories (versus users of other platforms):
- Apparel: +63%
- Beauty & Personal Care: +84%
- Specialty: +42%
- Household: +172%
These are some interesting notes, which provide additional guidance on how to maximize your Snapchat promotions, in line with consumer habits. And while much of this is probably not entirely new information for Snap marketers, it could give you extra pointers for your strategy, and how to ensure that your products remain front of mind for this group.
Snapchat has also published a similar report for the KSA and UAE regions specifically, which is available here.
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