Is the era of choosing financial products on social media here? SNS is the most common channel for people to learn about financial products, influencing purchasing behavior.

With the widespread adoption of social media (SNS), changes are being observed not only in consumers' product purchasing behavior but also in their information gathering and decision-making processes for financial products. Faimake Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Hiroshi Irahara) 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 triggers product purchases but also influences each process, including awareness, information gathering, and action, for financial products (such as stocks, investment trusts, insurance, credit cards, and loans).

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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 or services after being prompted by SNS.

✔ 66.5% of people check official corporate SNS accounts before making a purchase.

✔ 45.0% of people regularly check specific official corporate SNS accounts.

✔ 77.0% of people have experience gathering financial product information on SNS.

✔ The most common trigger for learning about financial products and services is "SNS".

✔ Prompted by SNS, 88.5% of people took actions such as "visiting official websites" or "requesting materials" regarding financial products.

✔ 55.5% of people responded that financial institutions' SNS are "trustworthy" or "somewhat trustworthy."

Survey Details

SNS as a trigger for product purchases

In the past three months, have you purchased a product or service based on a post or information you saw on social media?

Please select all social media platforms that triggered your purchase. (Multiple selections allowed)

48.0% of people have purchased products or services after being prompted by SNS.

This shows that SNS not only contributes to product awareness but also influences purchasing behavior.

Furthermore, the SNS platforms that triggered purchases were, in order, "YouTube," "X," and "Instagram."

YouTube, in particular, had a large number of people (51) whose purchases were triggered by it, suggesting that SNS with a lot of visual information may be influencing purchasing behavior.

Approximately two out of three people check corporate SNS before purchasing

Do you check official corporate SNS accounts before purchasing products or services?

What aspects do you check on official corporate SNS? (Multiple selections allowed)

66.5% of people check official corporate SNS accounts before purchasing products or services.

Additionally, on corporate SNS, people check "posted content" and "deals such as campaigns and coupons," suggesting that SNS may be utilized as a place for gathering information related to purchasing decisions.

Furthermore, 45.0% of people responded that they "regularly check specific official corporate SNS accounts," indicating that SNS functions as a continuous point of contact between companies and consumers. It is conceivable that SNS information disseminated daily by companies influences purchasing decisions.

These results suggest that consumers may refer to information from companies they regularly interact with when making purchasing decisions.

SNS is also utilized as an information gathering channel for financial products

Have you ever used SNS to gather information about financial products/services (e.g., stocks, investment trusts, insurance, credit cards, loans)?

Please select all social media platforms you have used to gather information about financial products/services. (Multiple selections allowed)

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 sector.

Furthermore, the top SNS platforms used for researching financial product information were "YouTube," "X," and "Instagram," indicating that SNS is utilized as a means of information gathering even in the financial field.

SNS as a trigger for learning about financial products

Please select all triggers for learning about financial products/services. (Multiple selections allowed)

The most common trigger for learning about financial products and services was "SNS," 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 main information touchpoints for financial product awareness.

SNS also triggers financial actions

Have you taken any of the following actions based on financial product/service information seen on social media? (Multiple selections allowed)

Actions taken based on financial product/service information seen on SNS:

・Researched products or services in detail: 113 people

・Visited official websites: 86 people

・Opened an account or applied: 36 people

These were the results.

This shows that SNS is not just for information gathering but also serves as a touchpoint that encourages concrete actions.

Reliability of corporate SNS information

How do you feel about the information on financial products/services disseminated by companies on social media?

55.5% of people responded that corporate SNS dissemination regarding financial products and services is "trustworthy" or "somewhat trustworthy."

Given that SNS has gained a certain level of trust in the financial sector, it is suggested that appropriate information dissemination by companies can contribute to building user trust.

This survey reveals that SNS functions as a channel influencing the entire consumer decision-making process, from awareness of financial products to information gathering, comparison, consideration, and application actions.

In particular, the fact that "SNS" was the most common trigger for learning about financial products, surpassing TV commercials and web advertisements with 112 respondents, and that some people even proceeded to open accounts and apply based on information obtained from SNS, indicates that SNS has become a sales promotion channel beyond just a public relations tool.

Furthermore, with 66.5% of people checking official corporate SNS before purchasing and 55.5% responding that they trust financial institutions' SNS, a majority holds this view, suggesting that SNS has gained a certain level of trust even in the financial sector.

Going forward, building customer touchpoints through strategic utilization of SNS will become even more important for financial institutions.

【Survey Overview】

Survey method: Internet survey

Number of respondents: 200 people

Target audience: General consumers aged 20 to 70

Survey period: January to March 2026

Survey conducted by: Faimake Inc.

About Faimake Inc.

Faimake Inc. is a company specializing in Web marketing support for financial institutions. Representative Irahara holds a Class 1 Financial Planner qualification and produces over 1,000 financial web content pieces annually.

Additionally, the company provides代行・支援 (agency/support) for Instagram operations for major securities companies and major life insurance companies, and article writing and supervision for regional banks.

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＜Company Profile＞

Company name: Faimake Inc.

Location: VORT Akihabara IV 2F, 1-7-8 Kanda Suda-cho, Chiyoda-ku, Tokyo

Representative Director: Hiroshi Irahara

Capital: 990,000 yen

Established: June 7, 2024

URL: https://faimake.co.jp/

Business activities: Marketing support

＜Contact Information＞

Faimake Inc. Representative Director Hiroshi Irahara

mail: hiroshi.irahara@faimake.com

HP: https://faimake.co.jp/

X: https://x.com/hiroshiirahara

Chatwork: hiroshiirahara