Snapchat & Havas： 2023年新生代(Z世代&千禧一代)社交电商报告（英文版）（27页）.pdf

1、THE NEXT GEN SOCIAL COMMERCE PLAYBOOK1Gen SocialCommercePlaybookJULY,2023The NextTHE NEXT GEN SOCIAL COMMERCE PLAYBOOKTABLE OF CONTENTSIntroductionThe Social Commerce Journey:Key LearningsSix Principles for Brands to Build an Ideal Social Commerce ExperienceConclusionAddendum:Next Gen Co-Create Thei

2、r Six Social Commerce ScenariosAbout Our Report35101819262THE NEXT GEN SOCIAL COMMERCE PLAYBOOKIntroduction31Next Gen=Gen Z(aged 13 to 23)&Millennials(aged 24 to 34)|2 Accenture,The Future of Shopping and Social Commerce,January 2022|32023 Global Payments,Commerce and Payments Trends Report|4Meaning

3、ful Brands 2021 reportGen Z&Millennials 13-34Next Gen(Gen Z&Millennials)ONLINE PRESENCESHOPPING BEHAVIORTRAITSFor Next Gen1,social media provides multiple benefits with staying connected,entertainment,andfilling spare time all topping the list.However,shopping for products and services is fast gaini

4、ng ground,with 64%of Gen Z andMillennials making a purchase on,or through,social media in the past year,according to The NextGen Social Commerce Playbook.This is a trend set to grow:Next Gen consumers in Mexico(53%)and India(51%)are most open to buying through social media in the future,followed by

5、the UnitedArab Emirates(48%)and the USA(45%),finds the study.Indeed,social commerce is on the rise generally;social commerce sales are expected to hitUSD$492 billion globally in 20232.Tapping into this growth,brands land grab for social commercerevenues is in full motion;over fifty percent of busine

6、sses plan to sell through social networks in20233.BREAKING THROUGH THE NOISEWith growth comes the challenge of breaking through the emerging clutter,while popularity can befleeting in a fast-paced marketplace.Capturing the social shoppers attention is increasinglychallenging for brands,made harder a