The study showed the influence of social networks on the impulsive purchases of Russians

Social networks continue to increase their influence on the purchasing behavior of Russians: one in two admitted that they had purchased a product at least once solely because of its viral popularity. At the same time, a significant part of such impulsive purchases meets expectations and forms stable habits. This follows from the data of the STARWIND brand of household appliances, which was reviewed on November 27 by Izvestia.

"Social media today has become a powerful tool for shaping needs and provoking spontaneous purchases. Under the influence of their favorite bloggers, people often want to purchase a device that they hadn't even thought about before. For example, after seeing a recipe or a life hack from a popular author, the user immediately imagines how to use the same device at home. But the final purchase decision is most often made in a store or marketplace, where rational selection criteria prevail: a person compares models, studies characteristics, reviews and prices, and chooses the best option for himself," said Anna Nuzhina, STARWIND's leading brand manager.

According to the study, the motivation for impulse purchases varies depending on age. A third of the respondents admit that they want to "try something that is actively praised on the Internet," and this is especially often done by people aged 34-44. Zoomers between the ages of 18 and 25 are more likely to shop for pleasure. At the same time, 30% of Russians said that they completely ignore trends and never buy goods under the influence of social networks.

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In addition, the platforms where users find products also differ. Young people are guided by TikTok, the audience of 25-44 years more often makes a choice through VKontakte, and respondents over the age of 45 perceive trends through Telegram channels. The influence of social media is especially noticeable in the fashion and beauty categories: more than half of the respondents purchased clothes and cosmetics under the influence of recommendations. The older audience is more likely to buy household goods, explaining this desire for comfort.

The content of publications plays a significant role in shaping demand. Independent reviews and recommendations from bloggers have the strongest impact on young people, while older respondents are more likely to trust content from producers. Aesthetic photos, videos, and storytelling stimulate customer activity in 40% of respondents, and the formats of "unboxing" and purchase reviews are most popular among middle-aged people (42%).

The approach to shopping also depends on age. Young people (37%) tend to make a decision right away, while a more mature audience carefully examines reviews and waits for discounts. More than 55% of Russians always check the opinions of other users before placing an order, and a third prefer to wait for special offers.

On November 20, an online sales expert and director of retail products at the fintech company Humopeu told Izvestia about a change in the shopping strategy of Russian customers. The key to success is a preliminary analysis. Previously, customers relied on memory, but now they have technology in their arsenal. It is recommended to start tracking the cost of desired products using special applications or browser extensions one to two weeks before the sale.

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