Key Findings from the 2024 Consumer Buying Habits Survey:
- Search Engines Reign Supreme: Nearly 36% of US consumers rely on search engines where they Google/used a search engine for the type of product they needed and it came up in their search results, which highlights the significant role of search engine optimization (SEO) in fostering brand awareness.
- Traditional Media Remains Influential: Despite the digital revolution, 7 in 10 (67%) US consumers say that if they googled a brand and positive news articles came up, they would be more likely to shop with that brand. This underscores the enduring power of traditional media in building trust and credibility.
- Social Media Hype Impacts Younger Consumers: 69% of Gen Z/iGen US consumers say they have bought a product that had social media hype, making TikTok the most influential platform and biggest contributor to social media hype for almost two-thirds of US consumers. This calls for brands to strike a balance between trendy and trustworthy marketing strategies when engaging younger audiences.
- Deinfluencing Impacts Buying Decisions: Over one-third of consumers (36%) have opted out of purchases due to negative online reviews or influencer criticism (deinfluencing). This trend, particularly impactful among Gen Z and Millennials (56% and 42% respectively), stresses the growing power of consumer voices and the importance of brand authenticity.
- Generations Seek Inspiration Differently: Younger generations primarily find purchase inspiration on social media platforms like YouTube (37%) and TikTok (26%), while older demographics turn to traditional avenues like TV advertising (36%) and offline sources (35%) like friends and family. This hints the need for brands to tailor their marketing strategies to resonate with the specific media consumption preferences of their target audience.
How to reach your target Audience:
Society22’s report offers actionable recommendations for businesses to effectively reach their target audience:
- Speak their language: Engage younger demographics through trendy content on relevant social media platforms.
- Tap into tradition: Utilize trusted channels like TV, radio, and print to connect with older consumers.
- Build trust, not hype: Embrace transparency and ethical marketing practices to mitigate the impact of deinfluencing and foster lasting connections with consumers.
“Society22 PR’s 2024 Consumer Buying Habits Report is a powerful tool for brands seeking to understand the ever-evolving consumer mindset,” said Danielle Sabrina, Founder of Society22 PR. “Understanding these key trends and behaviors is essential for any business looking to connect with their audience effectively and drive meaningful engagement.”
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