Facebook Far and Away the Preferred Social Platform for Purchases

By: Miranda Shulman

October 31, 2017

Facebook is the platform of choice for those making purchases via social media, with 47.7% of U.S. social commerce buyers purchasing items through the platform, according to a recent poll by influencer marketing agency Open Influence. Instagram came a distant second, at 8.6%, while only 0.8% of social commerce buyers said Snapchat was their conduit to a purchase.

Last week, we featured an infographic that showed the rising popularity of Snapchat among teenagers, eclipsing Facebook, Instagram, Twitter and Pinterest, each of which experienced a drop in traffic with this demographic since 2015. But the platform’s poor showing on this week’s infographic—which polled 514 users—illustrates one of Snapchat’s struggles as it seeks to monetize its platform. Snap, Inc. recently rolled out a new marketing feature called Context Cards in its latest effort to become more advertiser-friendly, but Wall Street remains underwhelmed with the platform’s ad revenue as the company’s stock continues to sell below its IPO price.

Follow Miranda: @miranda_shulman