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41 Percent of Us Shoppers Want to Buy via Shoppable TV Ads in Next Six Months, New Research Suggests

Two-fifths (41%) of US shoppers have said they would consider buying clothing and footwear from a shoppable TV ad in the next six months, according to new research from global digital marketing agency Croud. This follows recent news that  YouTube is expanding its video action campaigns to connected televisions to make YouTube ads more shoppable, while Amazon has also announced its own branded Smart TVs.

“With consumer interest now at a point to match the available technology, shoppable TV has an even greater chance of taking off ”, says Kris Tait, Managing Director, the US at Croud, of the findings. “What’s imperative, however, is ensuring it’s a frictionless experience – including navigation and payment. A brand like Amazon, which has 147 million Prime subscribers in the US, has a real opportunity to own this category as so many people are already bought into their ecosystem.”

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The findings come from the report, ‘The state of online fashion in 2021’, surveying more than 1,000 shoppers in the US, UK, Germany and Italy, and exploring their shifting attitudes towards online fashion retail.

The research also found that 43% of US shoppers have purchased via social media in the last year.Twenty-five percent of US shoppers said they use Instagram to start their journey when looking for clothing or footwear online, followed by Facebook (21%), TikTok (9%), and Snapchat (8%). When it comes to online reviews impacting decisions to purchase, US shoppers were most motivated by this compared to their UK, German and Italian counterparts.  For US shoppers, convenience (15%), being able to browse a wider variety of products (22%), and discounts (21%) were other top factors for motivating purchase.

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“For American consumers, trust is a huge factor in the purchase journey, with online reviews playing a central role. It’s imperative that brands focus on building trust and consistent brand messaging in order to capitalise on the growing social commerce opportunity”, adds Tait. Interestingly, the US was the only market to rank concerns for sustainability below a brand’s reputation and popularity when it came to identifying important factors when deciding to purchase clothing and footwear online.

Other key findings from the research:

  • 65% of US respondents said they expect to purchase clothing online more in the next six months, higher than the average of the global respondents (60%)
  • Amazon, Macy’s, Nike, Target, and Kohl’s are ranked as the top five most popular retailers for US shoppers to purchase clothing
  • Nike, Amazon, Adidas, Macy’s and DSW, are ranked as the top five most popular retailers for US shoppers to purchase footwear

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