56 per cent of UK shoppers have clicked on a ‘shop now’ or ‘buy now’ button on social media, research from shopping marketing agency Savvy has found.

The study, which surveyed 1000 Brits, revealed that this number is even higher among the younger population, with 73 per cent of Gen Y and Gen Z consumers having explored the shop now button on a social media platform.

78 percent of younger shoppers say social media makes it easier to find out about new, small and interesting brands.

A further 63 per cent said that social media was their first port of call for ideas and inspiration.

“In 2017 only one in 10 of us had clicked on a ‘shop now’ or ‘buy now’ button on social media,” said Catherine Shuttleworth, chief executive, Savvy. “Now, that has increased to 56 percent, rising to 73 percent among Gen Y and Gen Z.

“As Gen Y drove the smartphone retail revolution in the past five years, we can see how Gen Z will drive the social retail revolution over the next five years.”

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