SCB: Social media influences purchases for 36% of Poles

Social media influences the purchasing decisions of 36% of Poles, while over half (52%) consider recommendations from friends and family their primary source of shopping inspiration, according to a survey conducted by the Institute of Market and Social Research (IBRiS) for Santander Consumer Bank (SCB). Among younger respondents aged 18-29, social media plays an even greater role, affecting the purchasing decisions of 59%.

The study revealed that personal connections remain the most trusted source of recommendations, with 52% of respondents indicating that advice from people they know personally holds the highest credibility. This is followed by independent reviewers and testers, trusted by 26% of respondents due to their expertise and impartiality. One in five respondents relies on feedback from strangers who use the same products or services but have no affiliation with the brand. Influencers rank fourth overall, with 17% of respondents valuing their recommendations, although their influence rises significantly to 35% among younger consumers aged 18-29. Celebrities and well-known personalities influence 14% of Poles, while 12% follow recommendations from brand ambassadors.

The impact of social media varies significantly across age groups. While it has a notable influence on younger consumers, shopping directly through social platforms is most popular among those aged 40-49, with 36% of respondents in this group reporting this behavior. The influence diminishes with age, with over half of respondents aged 50 and above indicating they do not rely on social media recommendations for purchases. Patryk Perliński, Director of Sales and Relationship Relations at Santander Consumer Bank, noted, “Our research shows a generational shift, where younger demographics are heavily influenced by social media, while older consumers remain more resistant to such trends.”

Women are more likely than men to make purchases based on social media recommendations, with 45% of women acknowledging this influence compared to 26% of men. The study also highlighted the types of products most frequently purchased under the influence of social media. Cosmetics and personal care products topped the list, followed by clothing and accessories. Books, films, and games ranked third, closely followed by electronics. Fewer respondents cited food products and sports equipment as purchases driven by online recommendations.

Perliński further commented, “Social media has evolved into a modern marketplace where friends and experts offer valuable advice. As the New Year shopping season coincides with resolutions requiring financial commitments, we expect this trend to grow even further.”

The survey was conducted via telephone interviews using a standardized, computer-aided questionnaire (CATI) between November 10 and 14, 2024. It included a representative sample of 1,000 adult Poles who shop online.

Source: SCB and ISBnews