Insights into the UK Consumer Journey on Social Media. This detailed report, packed with over 100 data-driven insights, reveals how social media influences consumer behaviour across platforms. Explore preferences, expectations, and how your customers engage with your brand on social media.
From Likes to Loyalty: The Consumer Journey on Social Media
Discover how UK consumers engage with brands on Facebook, Instagram, YouTube, TikTok, and beyond. Ideal for marketers, customer service teams, and decision-makers who are ready to master social selling in 2025.
Social Media’s Big Impact
When it comes to customer service, expectations on social media are sky-high, and the impact goes well beyond just marketing and advertising.
This year’s market research dives into how social platforms are influencing purchasing decisions (and more), and why your brand should pay close attention to what’s happening in this rapidly changing landscape.
What’s Inside the Report?
This isn’t just another generic market study. It’s your ultimate guide to:
- The Social Media Sweet Spots: Discover which stages of the buying process social media has the most influence on.
- Demographic Deep Dives: See how different consumer groups across the UK interact with social platforms – and how that impacts your strategy.
- Customer Service Must-Haves: Learn exactly what consumers expect when they reach out to brands on platforms like Facebook, Instagram, TikTok, and beyond.
You’ll also uncover eye-opening insights into how British consumers use social media to connect with brands at every stage of their journey – before, during, and after making a purchase—and why staying competitive depends on understanding these shifts.
Why Does This Matter?
- Social Media > Contact Forms & Chatboxes
Our research shows social platforms are now one of the top three communication channels for UK consumers, surpassing even the website forms and chat tools. - Young Consumers Lead the Change
From Gen Z to Millennials, younger demographics are driving this shift. If you’re not engaging with them where they are, rest assured your competitors will. - Customer Service is the New Marketing
Today’s consumers expect fast, personalised interactions on their preferred platforms. The clear division between marketing, sales, and retention is now a thing of the past.
Don’t Get Left Behind.
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Navigating the Social Chaos in 2025: Why Consumer Insights Matter
There’s never a dull moment in social media. Algorithms shift, trends evolve, new apps emerge – or perhaps a new government takes charge, and suddenly, everything feels turned upside down. In a world of constant change, understanding how your consumers navigate these platforms while shopping has never been more critical.
Our report dives into how different audiences use social media, which platforms they favour, what communication styles they prefer, and what might trigger them to make a purchase. Consumer behaviour can seem unpredictable at times, but our research uncovers patterns and expectations that can help your brand stay ahead.
- Universal Trends: From Gen Z to Baby Boomers, consumers expect fast, personalised interactions on the platforms of their choice – not yours.
- Resilience Through Adaptation: Brands that integrate social media into their customer service and engagement strategies are thriving despite market uncertainties. However, it’s not always smooth sailing!
- The Bigger Picture: Social media offers a glimpse into how people think, feel, and act in today’s interconnected world.
This report gives actionable data that will, hopefully, inspire you to view social media as a vital growth lever. Who knows? It may even lead you to try selling through social streaming – something that’s proving attractive to some rather surprising demographics.
Whether you’re a marketer, customer service manager, or business leader, this report offers the insights you need to make smarter decisions in a world that’s anything but predictable.
METHODOLOGY
METHODOLOGY
Consumer Research by Norstat for NapoleonCat
This research, conducted by NapoleonCat and Norstat, explores how UK consumers engage with brands on social media. Interviews were carried out with 1,005 UK consumers – both men and women, aged 18-64. The study, conducted in 2025, draws exclusively from actual, up-to-date data.
The sample was representative of the UK population based on:
- Gender
- Age
- Region
- NRS social grades
Why is this study important?
The aim of this study was to gain a deeper understanding of how UK consumers use social media to interact with brands at different stages of engagement – from initial communication, through the purchasing process, to post-purchase support. By identifying preferred channels and consumer expectations for social media interaction, this research helps better meet customer needs and build stronger relationships.
Use this data to:
- Know Your Customers Better: Discover how UK consumers use social media to connect with brands, from the first message to post-purchase interactions.
- Find the Key Moments: Learn which stages of the buying journey are the most impacted by social media, and use this knowledge to your advantage.
- Meet Customer Expectations: Understand what consumers expect when contacting brands on social media – quick responses, personalisation, and exceptional service.
- Understand Your Audience: Explore how different demographics, particularly younger consumers like Gen Z, engage with brands online and tailor your strategy to stay ahead.
Insights from Experts
In this report, you’ll discover valuable insights from leading experts in marketing, customer service, and social media strategy. With years of experience, these professionals provide a thorough exploration of the constantly evolving world of social media and its influence on consumer behaviour. From identifying emerging trends to offering practical strategies, they share their expertise on how to engage with today’s audiences and stay competitive in a fast-changing market.
Download the 2025 Social Media Insights Report
This comprehensive guide is filled with actionable insights to help you make smarter decisions when refining your strategy, building essential capabilities, or attracting the right talent for your business.
Get ready for what’s next – invest in your growth and the future of your brand.
