The study, from the team behind global affiliate network Awin, also found that almost half have bought something they had first seen on social media, but through a different means.
Clearly social media channels are increasingly being used to inspire and make purchases online, with Instagram and Facebook emerging as the two most popular platforms. However, one in ten of those buying items through social media say they have fallen victim to a scam, with the item never arriving despite parting with money being the most common complaint.
The research was undertaken as part of an ongoing study into the habits of online shoppers, and Awin polled 2,264 people over the age of 18. All respondents revealed that they regularly use social media, and have shopped online before.
- 1 in 7 Britons has made a purchase through social media in the last 12 months
- Fashion/clothing and beauty most popular sectors bought from
- 77% of Britons follow a retailer on social media
- 21% follow for funny content; just one in ten follow to shop through channels
- 45% of Britons have 1st seen an item on social media, and bought it elsewhere
- Over half of Britons are put off by sponsored influencer posts, compared to 12% who have bought items seen promoted by an influencer