Is the Era of Choosing Financial Products via SNS Here? SNS Becomes the Top Channel for Financial Product Awareness, Influencing Purchase Behavior

With the widespread adoption of SNS, changes are being observed not only in consumer product purchasing behavior but also in information gathering and decision-making for financial products. Faimake Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Hiroshi Isahara) conducted a survey on "SNS and Purchasing Behavior for Products and Financial Services" targeting 200 consumers aged 20 to 70. The survey results revealed that SNS not only serves as a trigger for product purchases but also influences each process—awareness, information gathering, and action—for financial products (such as stocks, investment trusts, insurance, credit cards, and loans). **[Request for Citing/Reproducing Data]** When using the survey results and images from this release, please be sure to include a link to the survey details page: https://faimake.co.jp/financial-sns-survey/

Survey Topics

✔ 48.0% of people have purchased products/services after being prompted by SNS. ✔ 66.5% of people check corporate official SNS before purchasing. ✔ 45.0% of people regularly check specific corporate official SNS accounts. ✔ 77.0% of people have experience gathering financial product information on SNS. ✔ "SNS" is the most common trigger for learning about financial products and services. ✔ 88.5% of people took action regarding financial products, such as "visiting official websites" or "requesting materials," after being prompted by SNS. ✔ 55.5% of people responded that financial institutions' SNS is "trustworthy" or "somewhat trustworthy."

Survey Details

■ SNS as a trigger for product purchases 48.0% of people have purchased products or services after being prompted by posts or information seen on SNS in the last three months. This shows that SNS influences not only product awareness but also purchasing behavior. Furthermore, the SNS platforms that triggered purchases were, in order, "YouTube," "X," and "Instagram." YouTube, in particular, had 51 respondents who were prompted to purchase, suggesting that SNS with a lot of visual information may influence purchasing behavior. ■ Approximately 2 out of 3 people check corporate SNS before purchasing 66.5% of people check corporate official SNS accounts before purchasing products or services. Also, on corporate SNS, people check "posted content" and "deals such as campaigns and coupons," suggesting that it may be used as a place for gathering information related to purchasing decisions. Moreover, 45.0% of people responded that they "regularly check specific corporate official SNS accounts," indicating that SNS functions as a continuous point of contact between companies and consumers. It is conceivable that daily SNS information disseminated by companies influences purchasing decisions. These results suggest that consumers refer to information from companies they regularly interact with when making purchasing decisions. ■ SNS also utilized as a channel for gathering financial product information 77.0% of people have experience gathering information about financial products through SNS. This suggests that SNS is utilized as an information gathering channel even in the financial domain. Furthermore, the SNS platforms used to research financial product information were primarily "YouTube," "X," and "Instagram," indicating that SNS is utilized as a means of information gathering even in the financial sector. ■ SNS as a trigger for learning about financial products "SNS" was the most common trigger for learning about financial products and services, followed by "TV commercials," "web advertisements," "news," and "comparison sites." SNS surpassed traditional mass media and advertising, suggesting that it has become one of the primary information touchpoints for financial product awareness. ■ SNS also triggers financial actions Prompted by information about financial products and services seen on SNS: ・113 people researched products and services in detail ・86 people visited official websites ・36 people opened accounts or applied for services This shows that SNS is not merely for information gathering but also serves as a touchpoint that prompts specific actions. ■ Trustworthiness of corporate SNS information 55.5% of people responded that corporate SNS communications regarding financial products and services are "trustworthy" or "somewhat trustworthy." Given that SNS has gained a certain level of trust in the financial domain, it is suggested that appropriate information dissemination by companies can contribute to building user trust. This survey revealed that SNS functions as a channel influencing the entire consumer decision-making process, from financial product awareness to information gathering, comparison, and application actions. In particular, the fact that "SNS" was the most common trigger for learning about financial products (112 respondents), surpassing TV commercials and web advertisements, and that some people took action up to opening an account or applying for services based on information obtained from SNS, indicates that SNS has become a purchase promotion channel beyond a mere public relations tool. Furthermore, 66.5% of people check corporate official SNS before purchasing, and 55.5% responded that they trust financial institutions' SNS, indicating that SNS has gained a certain level of trust even in the financial domain. In the future, strategically utilizing SNS to build customer touchpoints will become even more important for financial institutions. [Survey Overview] Survey method: Internet survey Number of respondents: 200 Target audience: General consumers aged 20 to 70 Survey period: January to March 2026 Survey organizer: Faimake Inc.

About Faimake Inc.

Faimake Inc. specializes in Web marketing support for financial institutions. Representative Director Isahara holds a Class 1 Financial Planner qualification and produces over 1,000 financial Web contents annually. Additionally, the company provides agency and support for Instagram operations for major securities companies and and life insurance companies, and article writing and supervision for regional banks. ▶Details of production examples