Snapchat has released new findings on its role in the consumer electronics purchase journey. According to the report, based on a survey of 3,000 shoppers across five markets, Snapchat users are more likely than non-users to discover new electronics via social media. Specifically, 78% of Snapchatters said they typically first learn about new electronics products and brands on social platforms – 1.6 times more than respondents who don’t use Snapchat.
The data also points to Snapchat’s impact on purchase decisions. Sixty percent of Snapchat users report buying products directly from brand content or advertisements on social media, while 63% say they make purchases through links shared by friends or family. Engagement with brand content is reportedly higher among Snapchat users, who are also more inclined to trust influencer recommendations.
The report notes that 75% of Snapchat users trust creator recommendations as much as suggestions from personal contacts – nearly double the rate of non-Snapchat users. Additionally, 81% of Snapchatters say they follow creators specifically for electronics advice. Snap also explored the use of augmented reality (AR) in shopping. While the exact AR response rates were not detailed in full, the report emphasizes growing interest among Snapchat users in using AR features as part of the purchase experience.
While the methodology raises questions – such as sample sizes for Snapchat users and comparative baselines – the overall data suggests the app plays a meaningful role in electronics discovery and social commerce. For marketers in the consumer tech space, Snapchat may warrant closer attention as a platform that influences both awareness and purchasing behavior.
