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 GlobalWebIndex. He oversees the global research and insight teams, directs the world-leading research study and specializes in analyzing consumer trends. He writes for titles like the Huffington Post and MediaPost and is a frequent contributor to stories on media outlets such as BBC News, CNN, the Guardian, Wall Street Journal and Bloomberg.

Never miss a post

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