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Social media, use of Pathway to eCommerce applications


When it comes to increasing digital engagement, traditional e-commerce can take inspiration from social media and messaging. As new PYMNTS data has revealed, a spike in the use of social and messaging apps in 2022 reflects a significant shift in the way people use digital tools in their daily lives.

For the latest survey, “The ConnectedEconomy™ Monthly Report: The Who’s Who of the Digital Social Scene Edition”, PYMNTS surveyed over 2,600 US consumers and found that social media and digital messaging are becoming a daily activity at a more large number of consumers, with intriguing differences in how men and women use social media and messaging to have fun and flirt.

PYMNTS research found a 7.6% increase in consumers’ daily use of social media and an 8.5% increase in their daily use of messaging apps since January 2022, but this activity increased during the summer months as more and more consumers have relied on digital messaging as their primary communication channels. .

The new data revealed that social media engagement increased by 4% between July and September, surpassed only by the use of accurate messaging platforms which increased by 7% over the summer.

When it comes to talking about purchases and intentions to do so, we can deduce from the new data that women are more engaged in this form of use than men.

“Women primarily go online to stay in touch with friends and family on social media; men go online primarily to find dates, the report said. “Women browse 14% more and post 4% more on social media than men, while men are 150% more likely than women to use dating apps and 128% more likely than women to background checks on potential partners.”

Another telling statistic from the new data is that “women are 55% more likely than their male counterparts to check for social updates daily, with 62 million women across the country scrolling through their social feeds every day to keep up to date. aware of the latest news from their friends, family and romantic partners.

By comparison, only 38 million men browse social media with the same frequency, leading us to conclude that “women remain the top socialites on the internet, even among the most active users”, browsing often leading to purchase, indicating a gender divide in online shopping. .

However, the study noted that “the most digitally social men and women – those who communicate online daily – have more similarities than differences. Men who socialize online daily are still more likely than their female counterparts to use dating apps, for example, but only by around 8 percentage points. once a week or a month.

Income and the digital social scene

Those with higher disposable income are driving the rise of social and digital messaging, as 57% of the 54 million consumers who have gone online to connect with friends, family and romantic partners in the past month have earned over $100,000 a year.

However, this is not limited to the highest income cohorts, as we see those with lower incomes also committing to higher rates as 2022 progresses.

For example, it has been found that consumers who live paycheck to paycheck are likely to communicate online more than ever.

According to the study, “54% of consumers who lived paycheck to paycheck with problems paying their bills last month went online to chat, browse and share, as did 53% of those who lived paycheck to paycheck without problems paying their bills. Only 43% of consumers who did not live paycheck to paycheck reported socializing online.”

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