How Social Media Shapes Buying Decisions in the UK
Discover how UK 🇬🇧 consumers interact with brands on platforms like Facebook, Instagram, YouTube, and TikTok, and transform your social media strategy.
Social Media’s Big Impact
Customer service expectations on social media are higher than ever – and the impact goes far beyond marketing. This year’s research explores how social platforms shape buying decisions and why brands must stay tuned in.
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.
Discover how UK consumers engage with brands on social media throughout their buying journey – and why keeping up with these changes is key to staying competitive.
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
Social media never stands still – algorithms change, trends shift, and new platforms emerge. In this fast-moving landscape, knowing how consumers use social media to shop is more crucial than ever.
Our report reveals which platforms different audiences prefer, how they communicate, and what drives their purchases – offering insights to keep your brand ahead of the curve.
- 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.
An entrepreneur, founder, and CEO of NapoleonCat – a leading customer engagement and support platform designed to help businesses manage social media interactions, automate moderation, and improve customer service efficiency. With a passion for innovation and technology, he has built a company that empowers brands to streamline their digital communication and enhance customer relationships.
Magdalena Bochyńska leads the Vasco Social Media and Influencer Marketing team, driving innovative campaigns that showcase the company’s goal of breaking down language barriers with advanced translation devices.
As an enthusiastic marketing leader, Magdalena uses smart planning and creativity to guide an international team that produces effective content in 17 countries and four continents. Her team’s efforts have helped increase the visibility of Vasco’s top products, like the Vasco Translator V4 and Vasco Translator E1.
Marketing, PR & E-commerce expert with over 20 years of experience. Graduated from Warsaw School of Economics (SGH) and Linköping University in Sweden. Cooperated with United PR, Wittchen and OCHNIK. As CMO & e-commerce director, specializes in brand image creation and awareness, overseeing marketing campaigns, social media activities, customer service, and development of e-commerce strategy.
Mick has been working in the tech ecosystem for over 15 years for companies such as GetResponse, Brand24 and now TRAFFIT. As Chief Growth Officer at TRAFFIT, Mick found that we have a space in recruitment where both candidates and hirers are feeling uncomfortable. With his amazing team at TRAFFIT he wants to fix this problem, and make recruitment processes enjoyable for everyone involved by providing both tools and education.