Facebook, Instagram, Pinterest top in educating about brands: NPD

Facebook, Instagram and Pinterest are at the top, educating 41 per cent, 35 per cent and 21 per cent of consumers about brands respectively, according to a recent survey conducted by the NDA group.  When asked what platforms converted advertising and other content into actual purchases, 51 per cent of respondents said Facebook and Instagram content resulted in buying products.

The company recently surveyed consumers to determine how they learn about or discover fashion brands and retailers. “The pandemic accelerated the ongoing retail shift from brick-and-mortar stores to online purchasing years into the future.

“Ready or not, with consumers sheltered at home last year, fashion retailing needed to adapt, and that adaptation had to happen quickly. With this shift, impulse purchasing also shifted. As these platforms make purchasing even easier, with one-click shopping and the ability to buy instantly, social media will continue to gain more impulse-purchase attention,” he said.

In the survey done in conjunction with partner CivicScience, when NPD asked consumers if they made any unplanned purchases of clothing, footwear, or accessories while scrolling through social media, younger consumers said they were more inclined to buy on impulse, according to an NPD press release.

In fact, one in three consumers between the ages of 13 and 24 had some sort of purchase interaction when it came to fashion and social media. Twelve per cent said they made an unplanned purchase, 17 per cent said they were not opposed to it in the future, while only 6 per cent said they would not purchase fashion products via social media sites again.