SNS products: only 10% make immediate purchases. "Decisive information" matters more than "wanting it" for buying.
A survey by Alulu Mall, operated by System Research Inc., reveals that only 10% of people immediately purchase products they find interesting on SNS. The majority conduct research first, emphasizing the critical role of comprehensive information, user reviews, and clear value propositions in converting interest into a sale.
📋 Article Processing Timeline
- 📰 Published: April 30, 2026 at 22:10
- 🔍 Collected: April 30, 2026 at 13:31
- 🤖 AI Analyzed: April 30, 2026 at 14:20 (48 min after Collected)
System Research Inc. (Headquarters: Nagoya, Aichi Prefecture), which operates the "Arulu Mall for Creative Works" (hereinafter "Arulu Mall"), conducted a survey on "SNS purchasing" targeting men and women aged 20-39 nationwide. The survey results showed that only 10% of respondents who found a product interesting on SNS "bought it as is," while the majority answered either "buy after researching" or "interested but don't buy." Furthermore, the top reasons for "buying after researching" included wanting to confirm if it suits them, checking reviews and reputation, and understanding the usability and actual image. This suggests that the reason people don't immediately proceed to purchase after showing interest in a product on SNS is not merely a lack of interest, but also a lack of readily available information to resolve pre-purchase uncertainties.
**Survey Results**
■ Even if interested on SNS, only 10% buy immediately.
When asked "What do you usually do when you find a product interesting on SNS?", "Buy as is: 10%" was the response, indicating that only a minority of people purchase immediately after becoming interested in a product on SNS. While SNS serves as a point of contact for products, it seems that decision-making information is necessary to proceed to purchase after interest has been sparked.
■ Over half of immediate buyers prioritize "reviews and reputation."
When immediate buyers were asked "When are you most likely to buy immediately?", "Reviews and reputation seem good: 52.0%" was the highest response. This was followed by "Feeling it suits me: 28.0%", suggesting that people who purchase products found on SNS immediately do so not just impulsively, but also based on the evaluation of others and a sense of suitability for themselves.
■ The top reason for researching before buying is "if it suits me."
When those who often "buy after researching" were asked "What information is lacking at that moment?", the responses were: "Cannot fully judge if it suits me: 40.9%", "Want to check reviews and reputation: 38.2%", and "Don't know the usability or actual image: 29.1%". This indicates that "buying after researching" is not necessarily a sign of low purchase intent, but rather an action to confirm information that could not be judged at the moment. To encourage immediate purchases, it is important to proactively present information that is likely to be checked before buying.
■ Reasons for not buying despite interest: price and "reasons to buy now."
When those who often "are interested but don't buy" were asked "When do you not buy even if you're interested?", "Hesitate due to price: 45.0%" was the highest response. To shorten the consideration period, it is important to convey not only the product's appeal but also the justification for its price and "reasons to buy now."
■ Conditions for hesitant buyers to make an immediate purchase: "suits me," "benefits are clear," and "reviews."
Among those who chose one of the top reasons for "buying after researching" (e.g., "Cannot fully judge if it suits me," "Want to check reviews and reputation," "Don't know the usability or actual image"), when asked about conditions that would make them buy immediately, responses were: "Feeling it suits me: 44.0%", "Benefits are immediately conveyed: 42.0%", and "Reviews and reputation seem good: 41.0%", all around 40%. This suggests that for people who have pre-purchase hesitations, simply seeing the product is not enough; factors like whether it suits them, if its benefits are immediately clear, and if they can feel reassured by others' evaluations become decision-making criteria for an immediate purchase.
■ After generating interest on SNS, "decisive information" encourages purchase.
This survey revealed that only a minority of people immediately purchase products they find interesting on SNS, and many engage in pre-purchase confirmation actions. To encourage immediate purchases after generating interest on SNS, it's crucial not just to make people "want" the product, but to provide "decisive information" early on, such as whether it suits them, if its benefits are conveyed, and if they can feel reassured by reviews and reputation. Presenting such information on product pages and SNS posts can help reduce pre-purchase hesitations and shorten the time spent researching and comparing.
Details of the survey results here:
https://alulu.com/media/tips_snscommerce
*Request for citing/reprinting data*
When using the survey results/images from this release, please include a link to the official website URL of "Arulu Mall for Creative Works" (https://alulu.com/) as the source.
[Survey Outline]
Target: Women aged 18-29 (Note: Mismatch with introduction 20-39)
Survey period: April 14, 2026
Survey institution: Crowdsourcing site
Survey method: Calculate response ratios for each question item
Valid responses: 250 people
[About Arulu Mall for Creative Works]
"Arulu" values not only the appeal of products and services but also "who you buy from."
**Survey Results**
■ Even if interested on SNS, only 10% buy immediately.
When asked "What do you usually do when you find a product interesting on SNS?", "Buy as is: 10%" was the response, indicating that only a minority of people purchase immediately after becoming interested in a product on SNS. While SNS serves as a point of contact for products, it seems that decision-making information is necessary to proceed to purchase after interest has been sparked.
■ Over half of immediate buyers prioritize "reviews and reputation."
When immediate buyers were asked "When are you most likely to buy immediately?", "Reviews and reputation seem good: 52.0%" was the highest response. This was followed by "Feeling it suits me: 28.0%", suggesting that people who purchase products found on SNS immediately do so not just impulsively, but also based on the evaluation of others and a sense of suitability for themselves.
■ The top reason for researching before buying is "if it suits me."
When those who often "buy after researching" were asked "What information is lacking at that moment?", the responses were: "Cannot fully judge if it suits me: 40.9%", "Want to check reviews and reputation: 38.2%", and "Don't know the usability or actual image: 29.1%". This indicates that "buying after researching" is not necessarily a sign of low purchase intent, but rather an action to confirm information that could not be judged at the moment. To encourage immediate purchases, it is important to proactively present information that is likely to be checked before buying.
■ Reasons for not buying despite interest: price and "reasons to buy now."
When those who often "are interested but don't buy" were asked "When do you not buy even if you're interested?", "Hesitate due to price: 45.0%" was the highest response. To shorten the consideration period, it is important to convey not only the product's appeal but also the justification for its price and "reasons to buy now."
■ Conditions for hesitant buyers to make an immediate purchase: "suits me," "benefits are clear," and "reviews."
Among those who chose one of the top reasons for "buying after researching" (e.g., "Cannot fully judge if it suits me," "Want to check reviews and reputation," "Don't know the usability or actual image"), when asked about conditions that would make them buy immediately, responses were: "Feeling it suits me: 44.0%", "Benefits are immediately conveyed: 42.0%", and "Reviews and reputation seem good: 41.0%", all around 40%. This suggests that for people who have pre-purchase hesitations, simply seeing the product is not enough; factors like whether it suits them, if its benefits are immediately clear, and if they can feel reassured by others' evaluations become decision-making criteria for an immediate purchase.
■ After generating interest on SNS, "decisive information" encourages purchase.
This survey revealed that only a minority of people immediately purchase products they find interesting on SNS, and many engage in pre-purchase confirmation actions. To encourage immediate purchases after generating interest on SNS, it's crucial not just to make people "want" the product, but to provide "decisive information" early on, such as whether it suits them, if its benefits are conveyed, and if they can feel reassured by reviews and reputation. Presenting such information on product pages and SNS posts can help reduce pre-purchase hesitations and shorten the time spent researching and comparing.
Details of the survey results here:
https://alulu.com/media/tips_snscommerce
*Request for citing/reprinting data*
When using the survey results/images from this release, please include a link to the official website URL of "Arulu Mall for Creative Works" (https://alulu.com/) as the source.
[Survey Outline]
Target: Women aged 18-29 (Note: Mismatch with introduction 20-39)
Survey period: April 14, 2026
Survey institution: Crowdsourcing site
Survey method: Calculate response ratios for each question item
Valid responses: 250 people
[About Arulu Mall for Creative Works]
"Arulu" values not only the appeal of products and services but also "who you buy from."