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The findings reveal consumer behaviour, where platforms like Instagram, Facebook, and TikTok are reshaping the traditional shopping journey. Engagement with social content, influencer recommendations, and personalised promotions are influencing purchasing decisions in ways that brands can’t ignore.
“Social commerce is changing how consumers interact with brands, blending retail with social engagement,” says Rakhee Naik, managing consultant – Insights at KLA. “Understanding how different audiences engage with these platforms is critical for businesses looking to remain relevant in this evolving space.”
Key findings from YouGov profiles:
These findings point to the increasing influence of digital and social-first strategies in shaping retail today. With 67% of South Africans increasing their time spent on social platforms, brands and retailers must consider how they connect with consumers, ensuring that their marketing approaches are seamless, engaging, and aligned with new shopping behaviours.
The findings from YouGov Profiles provide a snapshot of changing retail habits. As the retail landscape continues to evolve, businesses will need to strike a balance between traditional and digital experiences -ensuring that their marketing and retail strategies align with the way modern consumers discover, trust, and purchase products online.
Profiles: Segmentation and media planning tool. YouGov Profiles makes it simple to find and understand the audience that matters most to you. With data collected daily, it gives you the power to build and customise a portrait of your consumers’ entire world with unrivalled granularity. More than 12,500 variables are available in South Africa.
Dataset: 2024-12-29
Nationally representative sample of South African adults with access to the internet, aged 18+
n ~ 4879