Having a lot of choice may seem like a good thing at first, but even so, it can be overwhelming as consumers struggle to sift through the different options. There is also Consumers often turn to social media. This is due to the fact that social media can make choices contextual.
With this in mind, it is important to note that approximately 22% of consumers refer to social media whenever they are looking for leisure activities outside the home they can participate in. By comparison, just 17% of his consumers say the same about video games, 20% about groceries and 21% about furniture.
This data is based on a YouGov report that surveyed consumers in 17 countries. The findings of this study reveal that social media is an important source of information for consumers monitoring OOHL activity.
This type of social media use is particularly prevalent among Chinese consumers, with 32% scanning social media to see what they can do for their leisure time. This is 10 percentage points higher than the international average of 22%. Spain and Italy come in second with 28% each, followed closely by India with 26% and Poland with 25%.
Europe seems to be a hotbed for this kind of use in general, but it’s less prevalent in the UK, where only 18% of users find something they can do slowly on social media. Denmark and Germany are also bucking the trend, at 16% and 13% respectively.
It’s no surprise that younger people are much more likely than older people to check social media for leisure activities outside the home. 26% of people between the ages of 18 and her 24 have done this, and 24% of people between the ages of 25 and 34 have said the same thing. These cohorts will drive the inclusion of more out-of-home leisure recommendations on social media, and that proportion is likely to increase in the near future.
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