Snapchat has printed a brand new report into the position it performs within the buy cycle for shopper electronics, based mostly on a examine of three,000 electronics consumers throughout 5 markets.

And as you may anticipate (given the report was printed by Snap), the info exhibits that Snapchat drives vital curiosity in electronics discovery.

As per the report:

“From viral product drops to creator opinions, social platforms are a significant catalyst in shopper electronics discovery. 78% of Snapchatters say social is the place they usually first find out about new merchandise and types, which is 1.6x higher than non-Snapchatters.”

Look, I’m not saying this isn’t true, however I do query the methodology on this one.

As you may see within the examples above, the info is predicated on measuring how survey individuals, together with a subsection who determine themselves as Snapchat customers, agree or disagree with every query.

So the survey query can be: “Social conjures up me to seek out new tech merchandise I’d not have tried,” and based mostly on how they reply, and the indications of which apps they use, the info means that Snapchat customers are 1.6x extra more likely to agree.

However the outcomes can be relative to what number of Snapchat customers are within the pattern group, what the viewers make-up is, and so on. With out that information, it could possibly be, like, 12 Snapchat customers among the many 3,000 whole individuals, which might skew the info considerably.

Besides, based mostly on what we’ve got right here, it does seem to be Snapchat customers are extra open to electronics discovery within the app.

The information additionally exhibits that 60% of Snapchatters make purchases on social platforms instantly from model posts or advertisements, and 63% buy through hyperlinks on social platforms despatched by family and friends. 

Snapchatters are additionally extra more likely to interact with model content material, and share these updates.

Snapchatters are additionally extra more likely to belief influencer content material:

“75% of Snapchat customers agree that they take into account creator suggestions on social as reliable as these from family and friends, which is 1.8x higher than non-Snapchatters. In reality, 81% comply with creators particularly for his or her electronics suggestions.”

Lastly, the report additionally seems on the position that AR experiences can play in electronics purchases:

These are all legitimate factors, and the methodology is sensible. However I do discover it unusual that every one of those AR indicators are virtually the very same viewers response share for Snapchat-specific customers.

That, to me, means that the Snapchat pattern measurement right here is comparatively small, which is why it’s being introduced as a ratio versus different apps, versus exhibiting a share of whole respondents.

However these considerations apart, the info does recommend that Snapchat customers are open to discovery and advertisements about shopper electronics, which could possibly be one other consideration on your advertising and marketing efforts.

You’ll be able to learn Snapchat’s full shopper electronics report right here.