Observed Signal · Nov 8, 2024 · Market Research · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Instagram Inspires Purchases Elsewhere, Study Finds
A GetApp-commissioned study finds that social media often serves as the starting point for online shopping, but the actual purchase typically happens off-platform. Instagram emerges as the leading discovery channel, with 82% of respondents using it to find new products or services, followed by YouTube (71%) and TikTok (43%), yet only 8% buy directly on social networks among 5,585 respondents. Social platforms function mainly as inspiration in the shopping journey, with 60% using them to discover brands and 59% to search for deals. A notable trend is the rise of Dark Social—private channels like DMs and group chats where reviews are shared outside tracking tools. Privacy remains a concern, as 71% do not want social-media companies to track their purchasing behavior. The piece notes that Google Shopping and Amazon are leaning into personalized recommendations and tools such as AI Shopping Guides to aid decision-making. Merchants are advised to stay visible post-season and into January.
Insights into social-media driven discovery and on-platform privacy considerations; relevance to AdTech/MarTech strategy.
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Key Takeaways & Evidence Grounding
- 23% of respondents begin product search or trend research on platforms like Instagram, YouTube and TikTok.
- 82% use Instagram to search for new products or services; 71% use YouTube; 43% use TikTok.
- Only 8% of global 5,585 respondents buy directly on social media.
- 60% use social platforms to discover new brands; 59% search for offers.
- 71% do not want social-media companies to track their purchasing habits.
- Google Shopping and Amazon are increasingly using personalized recommendations and AI tools to assist online shopping (e.g., AI Shopping Guides).
Connected Companies & Entities
4 Entities mappedOntology Mapping & Concepts
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US suspends Microsoft, Adobe from green card labor program
The U.S. Department of Labor announced the suspension of Microsoft and Adobe from its Permanent Labor Certification program, along with Cognizant, Infosys, Capgemini, Tata, Wipro, and HCL. Secretary Keith Sonderling cited active federal investigations for Microsoft and Adobe, and criticized the companies for allegedly taking jobs from American workers. Vice President JD Vance specifically accused Microsoft of replacing laid-off workers with H-1B visa holders. Microsoft responded by defending its hiring practices, stating that the majority of its U.S. employees are Americans and that most H-1B petitions are for existing employees. The announcement was made during a White House summit on H-1B fraud, coinciding with President Trump honoring several tech CEOs with the National Medal of Science.
AWS Announces Golden Age of Science Accelerator, Commits Up to $50 Million in Cloud Credits to Support White House Expansion of Genesis Mission
AWS announces a new accelerator committing up to $50 million in cloud credits to support the White House expansion of the Genesis Mission. Other new press releases include Kodiak AI choosing AWS for autonomous trucking, Nasdaq Calypso launching agentic capabilities, and more.
Amazon unveils new Alexa tablets with AI and Google Play
Amazon has announced a new generation of tablets under the Alexa brand, including the Alexa Tablet 12 Pro, Alexa Tablet 11, and Alexa Tablet 8. All devices run on Android, integrate the AI assistant Alexa+, and for the first time offer direct access to the full Google Play Store, allowing users to install apps like YouTube, Netflix, and Gmail alongside Amazon services. The tablets feature various screen sizes, processors, and battery lives, with prices starting at $229.99. A special Kindle reading mode and new kids' models with parental controls have also been introduced. Sales begin in North America on October 8, with shipping from October 14, and European availability, including Germany, starts October 19.
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