Social Media Solidifies Its Role as a Leading Marketplace and Consumer Influencer

– Plus: Two-thirds of respondents purchase items directly through social platforms at least monthly–

DENVER, CO (October 9, 2024)— Adtaxi, one of the nation’s fastest-growing digital marketing agencies, today announced the results of its 2024 Social & Commerce Survey. The findings make it clear that social media is an integral part of American culture, among all age groups. On average, 87% of all respondents report to use some kind of social platform every single day.

“Adtaxi’s 2024 Social & Commerce Survey confirms that while the number of U.S. adults going online to engage in social media might be approaching a plateau, the frequency with which they participate, and the time they spend doing so, is still increasing and will help influence the sale of many products and services,” said Adtaxi Director of Research, Murry Woronoff. “With 87% of Americans actively participating in social media daily, these platforms are the key for digital marketers looking to reach a variety of demographics, regardless of gender, age or income level.”

Among Adtaxi’s survey findings on social media trends and usage:

Popularity Spans All Age Ranges: The survey found that 87% of Americans use social media daily, and this is constant when considering the age ranges of users. Users aged 30-44 have the highest daily usage (89%), but even among those over 60, 80% engage daily.

Social Media for Brand Exposure: Among monthly social media users, over half (56%) report encountering products or services that catch their interest. This rate of discovery significantly increases to 88% when considered over a week and reaches 94% over an extended period.

Strong Purchase Potential: Nearly half (48%) of all monthly social media users actively search for products or services of interest. Over a week, this activity significantly increases to 76%, and over a month, reaches 85%.

Dual-Purpose Sites: Today, social media platforms serve both as social interaction spaces and ecommerce hubs. In the past month, 68% of adults (over 70% of social media users) made a purchase directly through a social media platform.

Untraditional Online Purchases: The survey found that more Americans are turning to Facebook, Instagram, and YouTube when shopping for big-ticket items like new vehicles. In the past year, there has been an increase in purchasers willing to buy a car online, from 49% in 2023 to 57% in 2024.

“The findings of our 2024 Social & Commerce Survey are important for digital marketers to examine as they develop strategies for their client’s social media campaigns,” said Chris Loretto, EVP of Adtaxi. “It is clear that social media has a tight hold on the consumers’ attention on a day-to-day basis. In order to reach target audiences where they are, marketers must utilize these platforms in an organic and genuine way.”

To access the full report, click HERE.

Methodology
This survey was conducted online using Survey Monkey among a national sample of 1,022 adults across U.S. geographic regions, income levels, genders, and ages. The survey was conducted on July 29th, 2024.

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About Adtaxi
Founded in 2010 within MediaNews Group, Adtaxi made its mark in programmatic advertising before expanding into search, social, and connected TV. Over time, Adtaxi has refined and perfected its holistic performance-based strategy, which became the foundation of Quantum, originally launched in 2015. Leveraging the power of people plus technology, Adtaxi’s innovative full-funnel methodology leverages various tools and processes throughout the client lifecycle to drive omnichannel optimizations across channels to maximize performance and deliver superior value for advertisers. Adtaxi functions as a true partner with its clients, acting as a single point of contact and support through multi-platform campaign cycles. Find Adtaxi on Twitter, LinkedIn, and Facebook.