According to an EMARKETER forecast, by 2025, more than 21% of U.S. digital buyers are expected to make purchases through livestream shopping. This trend is further supported by a recent survey that revealed around 23.4% of U.S. adults show interest in using livestreams for buying luxury items. However, a significant percentage, 43%, have not engaged with or expressed interest in this shopping method, highlighting both a promising opportunity and a significant challenge for marketers aiming to capture consumer interest and adapt to evolving shopping preferences.
In an October 2024 EMARKETER forecast, over 20% of U.S. digital buyers (21.7%) are expected to make purchases off livestreams by 2025, signaling a shift in consumer purchasing methods.
According to an August 2024 survey from EMARKETER and Bizrate Insights, 23.4% of U.S. adults have engaged with or expressed interest in using livestream shopping for personal luxury goods, showing a growing trend.
The survey revealed that 43.0% of U.S. adults are neither utilizing nor interested in livestream shopping, indicating potential challenges marketers may face in promoting these strategies.
Marketers should leverage this growing interest in livestream shopping by creating engaging content while aligning it with consumer preferences for interactive shopping experiences to enhance brand awareness.
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