您的浏览器禁用了JavaScript(一种计算机语言,用以实现您与网页的交互),请解除该禁用,或者联系我们。 [Open Influence]:论品牌本季加大社交投入的必要性 - 发现报告

论品牌本季加大社交投入的必要性

文化传媒 2025-10-01 Open Influence 李鑫
报告封面

Holiday 2025 is not about whetherpeople will shop—it’s about how.Consumers across generationsDUHGHOLEHUDWHPRELOH΋UVWDQGincreasingly looking to social astheir guide. Search engines areQRORQJHUWKH΋UVWVWRSVRFLDO *URZWKZLOOFRPHIURPFRQVXPHUVtrading down to value retailers andcarefully curating purchases. In this Deloitte and Mastercard bothforecast growth in holidaysales, with e-commerce rising VP, Comms and MarketingCV1RGP+PƃWGPEG 7KLVPDWWHUVEHFDXVHVRFLDOLVwhere value is proven: throughproduct demonstrations, peer or personal purchases—theyincreasingly start on social. AndWKH\GRQȆWMXVWZDQWIDFWVWKH\want inspiration paired with 7ZRWKLUGVRI86FRQVXPHUVuse social to search, and nearlyhalf use multiple platforms fordiscovery(eMarketer, Social Search Shoppersstart before H0DUNHWHU6RFLDO9LGHR  now accounts for12.5 ([SHULDQ*URXQG7UXWK+ROLGD\6SHQGLQJ7UHQGV,QVLJKWV  DOO8679WLPH1LHOVHQ 7LN7RNXVHUVVSHQGDOPRVWDQhour a day on-platform. InsteadRI΋JKWLQJIRUIUDJPHQWHG79audiences, brands can own culturalmoments where consumersalready spend their leisure hours. 7KDWPHDQVFUHDWRUVDUHQȆWMXVWearly-season drivers—they are 7KHVKLIWLVFOHDUWhen people 6RFLDODQGFUHDWRUPDUNHWLQJLVQȆWMXVWD*HQ=SOD\(YHU\JHQHUDWLRQhas meaningful spending power and platform presence—and all Purchasing Power: &RQWUROWKHODUJHVWVKDUHRI86KRXVHKROGZHDOWK7KH\VSHQG Platform Usage: 6WURQJRQ