emerging
Evolving Consumer Purchase Path
The consumer path to purchase is rapidly changing, with social media overtaking TV as the primary purchase driver.
Timeframe
near-term
Subcategories
Impact areas
Detailed Analysis
The way consumers make purchasing decisions is undergoing a significant transformation. Social media's influence is surging, particularly among Millennials and Gen X, who are following Gen Z's lead in using social platforms for product discovery and purchase decisions. This shift requires marketers to adapt their strategies to effectively reach consumers on these platforms. As the report states, "As evidence of this continued shift, we see social media overtake TV this year as the top purchase driver."
Context Signals
Social media ad spend is projected to increase.
Traditional TV viewership is declining.
Influencer marketing is on the rise.
Edge
Brands will need to invest in social media marketing expertise.
New social commerce tools will emerge.
The line between entertainment and advertising on social media will blur further.
