YouGov: 6 in 10 Singaporeans have shopped on social media

199IT original compilation

YouGov’s latest survey shows that 6 in 10 Singaporeans have purchased goods on social media platforms. Facebook appears to be the most popular platform for social media shoppers, with 4 in 10 consumers having made a purchase on the platform (40%); 1 in 4 have made a purchase on TikTok and Instagram (26% each), and 1 in 5 have made a purchase on YouTube (20%). Interestingly, 40% of Singaporean consumers have not purchased anything through social media platforms.

In terms of age, Facebook is popular among older generations, with 44% of Gen X users shopping on Facebook. In contrast, Gen Z is less interested in shopping on Facebook, with only 22% having used Facebook. Gen Z consumers (46%) prefer TikTok, compared to 30% for Millennials and 23% for Gen X. Both Gen Z (41%) and Millennials (37%) are more likely to shop on Instagram, while Gen X (18%) are the opposite.

In terms of purchase frequency, Singaporean consumers are more likely to be occasional buyers. The majority (52%) shop on social media platforms less than once a month, while 36% are frequent buyers (more than once a month). 11% are unsure of their shopping frequency.

Among frequent shoppers, Facebook is the most commonly used shopping app (74%), followed by TikTok (58%) and YouTube (51%). In contrast, among occasional shoppers, the usage distribution changes slightly. 61% use Facebook, 41% prefer Instagram, and 38% choose TikTok.

Singaporean consumers are most likely to purchase fashion and jewellery (43%) through social media platforms, followed by personal care and cosmetics (38%), groceries and packaged foods (35%). Many purchase consumer electronics and technology products (28%), health and wellness products (26%), home decor (24%) and sporting goods (22%).

On the other hand, factors that prevent consumers from purchasing through social media include the risk of fraud (70%), lack of trust (67%) and unclear return and exchange policies (49%). Many may be deterred by poor customer service (42%), technical issues (36%) and unsuccessful payment methods (31%).

199IT.com Originally compiled from: YouGov. Please do not reprint without authorization