U.S. Consumers Are Shopping While Scrolling

SMILEThe World Creator Administration Platform announced findings from a modern consumer survey in 2025 and stressed how the shopping route has developed and plays the content of critical roles in brands that address their target audience.

“The strength of the creator’s content has never been more important for brands due to the key role played by the buyer for a modern consumer, raising awareness to support for assessment after driving and on.”

A survey that receives knowledge from 1,002 US consumers aged 18 to 65+ found that online purchases became the second nature of modern consumers, especially through social media. In fact, more than two -thirds of all consumers will make a purchase through social media at least once a month and 22% bought more than 10 items only last year.

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Modern shopping route is dictated by social media – and has never been shorter

Since discovery to purchase, social media has released shopping shopping, especially for younger consumers, such as the Z G gene. Instead, the gene Z wants to view Instagram and Tiktoku to find new products and use Google as the third.

When examining the product, consumers turn to influencers to see it in action, and two thirds bought it because it was recommended by the influencer. More than half of the respondents consider the recommendations of influencing almost as trustworthy as recommendations from family and friends, which shows increasing influence on the decision on purchase, especially among younger consumers.

Product reviews are particularly important for consumer research, with 43% quoted as their highest impact on purchase. Consumers are supposed to trust a review from a creator twice as much as they bought the product itself compared to those who make a paid partnership. This emphasizes the importance of brands that park with creators who truly love their products and build long -term relationships.

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When it is time to buy, more than half of consumers (61%) prefer purchase directly within the social media applications, while the gene leading from a fee to 72%. Respondents are more attracted to click “Buy” when creators offer exclusive discounts and affiliate codes, with 57% of consumers used to score shops. In fact, almost half of the shoppers (42%) are more likely to complete the purchase when the creator offers a promo code.

“The content of the creator is no longer“ pleasant ”; It is a “necessity” for brands that want to get and stay before their target purchase of the audience, “said Ryan Debenham, President Grin. “The strength of the creator’s content has never been more important for brands due to the key role played by the buyer for a modern consumer, raising awareness to support for assessment after driving and on.”