Originally published: Mediaweek, 29 November 2024
As Black Friday continues to dominate retail calendars, consumer behaviour has undergone a seismic shift, particularly in Australia. Lee Besser, Studio project manager at impact.com, explains on how social platforms like TikTok, Instagram, and Facebook are reshaping the shopping landscape.
The new path to purchase
“Consumers today are far less influenced by traditional ads,” said Besser. “In fact, only 3% of Australian shoppers consider ads a trusted source when making purchase decisions. Instead, they look to trusted reviews, peer recommendations, and social media.” Platforms like TikTok and Instagram have moved from simply facilitating discovery to influencing the entire purchase funnel, from awareness to brand advocacy.
This evolution is especially pronounced among younger shoppers. “IAB and Pureprofile’s Australian and New Zealand Ecommerce report 2024 found that 58% of shoppers aged 18-29 say influencers and social media impact their research and shopping habits,” he said. This data reflects the increasing importance of authenticity and relatability in consumer decision-making.
