Our favorite time to brag on social media is revealed

According to a new study, the social “passing of the clock” occurs at 2:36 p.m. on Saturdays.

A poll of 2,000 US adults who shop on social media, split evenly by generation, found that Saturday around 2:30pm is when you’re most likely to finally pull the trigger on that thing you’ve been eyeing on social media.

The results revealed that while Saturday is the most optimal shopping day (42%), Friday is not far behind (41%).

Gen X is more likely than any other generation to buy the Sunday Frights away (24%), while Gen Z is more likely to get rid of the Monday t-shirt (17%).

Regardless of generation, almost two-thirds (63%) admit to browsing products on social media during the workday, with millennials being particularly susceptible (72%).

The survey, conducted by Talker Research on behalf of Chime for their annual State of Social Spending report, explored Americans’ buying and spending habits when it comes to social media channels. The results found that overall, Americans on average browse products for purchase on social media channels three times a week, although 18% admit to doing so every day of the week.

But still, respondents go to different channels for different purposes. According to the results, Americans go to Facebook Marketplace (49%), Tik Tok Shop (41%) and Craigslist (11%) when they’re specifically looking to pull the trigger on a purchase.

But when they’re just browsing products or scrolling for fun (which can turn into purchases), Facebook (32%) and Instagram (19%) top the list.

Interestingly, Americans are twice as comfortable storing their credit or debit card information on a social media platform than on a brand’s website or app (45% vs. 21%).

The survey also found that Americans average three hours of “window shopping” per day, and estimate that they have four full shopping carts at different retailers.

The main reasons these carts remain full and unsold include waiting for items to go on sale (45%), being indecisive (31%) or because they simply forgot about them (14%).

Only 1% of Americans say that “just browsing” “never” leads to a purchase, and many are more likely to pull the trigger in the afternoon (40%) or at night (39%).

In fact, Americans have spent an average of $168 on social media purchases within the past six months alone. Almost three-quarters (74%) have purchased an item on social media in the past month.

They most often buy clothing (46%), fashion accessories such as belts, hats or shoes (30%), technology equipment such as phone chargers or projectors (27%) and cosmetics or beauty products (26%).

Gen Zers are more likely to shop online for personal care items like body wash or shaving cream (32%), while baby boomers often shop for pet supplies (20%) and Gen Xers shop for home goods, such as as furniture (26%) .

But everyone has their limits. According to the results, food (32%), drinks (32%) and baby or children’s supplies (22%) are best bought offline.

“The results found that social shoppers are almost as likely to buy something that just happened to them (30%) as they are to purposefully browse products for a specific need (28%). This highlights the roles social media plays in habits of Americans’ purchases,” said Janelle Sallenave, Chief Spending Officer for Chime. “Still, 45% regret a social purchase they’ve made, which means smart and smart shopping should still be top of mind. of buyers.”

The survey also explored the role that targeted advertising plays in the average shopping experience on social media. The results found that despite their sometimes Big Brother-like stereotype, Americans are slightly more likely to find them helpful (43%) than troubling (41%).

However, baby boomers are the only generation that finds targeted advertising the most disturbing (50%).

On average, Americans notice a targeted ad for something they only talked about and didn’t type on their phone about five times a week.

Taking things a step further, another 44% would even be likely to try to “create” targeted advertising by whispering “engagement ring” into their partner’s phone or talking about a travel destination within earshot. someone’s phone.

More than nine in 10 (93%) engage with targeted advertising and have noticed that they are likely to be shown on other websites or social media channels (41%) or that they are shown different versions of the same ad the more they interact with them (37%).

“Whether you fall victim to selling your favorite brand, skimming or targeted advertising, there’s something to be said for effectiveness,” said Sallenave. “While it’s tempting to make a quick purchase, especially when you come across a great find, it’s important to stop and think. Shopping smarter means making sure your purchases match your needs and budget, not just impulse.”

Survey methodology:

Talker Research surveyed 2,000 Americans who shop on social media evenly divided by generation (500 Gen Z, 500 millennials, 500 Gen X and 500 baby boomers); the survey was commissioned by Chime and administered and conducted online by Talker Research between September. 5 and September. 13, 2024.

We source from a non-probability framework and the two main sources we use are:

● Traditional online access panels — where respondents choose to participate in online market research for an incentive

● Programmatic — where respondents are online and given the opportunity to take a survey to receive a virtual incentive that is typically related to the online activity they are engaging in

Those who did not fit the specified sample were dropped from the survey. While the survey is in the field, dynamic online sampling is used, adjusting targeting to achieve specified quotas as part of the sampling plan.

Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small monetary value equivalent to money.

Cells are reported for analysis only if they have at least 80 respondents and statistical significance is calculated at the 95% level. The data are not weighted, but quotas and other parameters are set to achieve the desired sample.

Interviews are excluded from the final analysis if they fail quality control measures. This includes:

● Speeders: Respondents who complete the survey in a time that is faster than one-third of the average interview duration are disqualified as speeders

● Open-ended: All verbatim responses (full open-ended questions and others, please specify options) are checked for inappropriate or irrelevant text

● Bots: Captcha is enabled in surveys, which allows the research team to identify and disqualify bots

● Duplicates: The survey software has deduping based on digital fingerprints, which ensures that no one is allowed to take the survey more than once

It is worth noting that this survey was only available to individuals with internet access and the results may not be generalizable to those without internet access.