A study by IAB Spain revealed that young people aged 12 to 17 years old are heavily influenced by social media when it comes to buying products online. In fact, one in two of them admit to making purchases based on what they see on platforms like Instagram and TikTok. On the other hand, adults are less influenced by social media when it comes to their spending habits.
The preferred social networks of users aged 12 to 17 include WhatsApp, TikTok, and YouTube. While minors spend around one hour and ten minutes a day on social media, they are increasingly using these platforms for information and purchasing purposes compared to previous years. The report also highlighted the rise of lifestreaming, a popular marketing strategy in China, which targets adolescents between 12 and 17 years old.
However, excessive use of social networks can lead to addiction and have negative impacts on mental health. Reports from the National Observatory of Technology and Information Society (ONTSI) suggest that a significant portion of the population, especially young people, are at risk of compulsive digital use. This can lead to harmful behaviors and misinformation, affecting mental well-being.
Despite the risks associated with social media, there are also positive aspects. Social platforms can help eliminate communication barriers, provide a means of expression, and promote creativity. For most adolescents, social networks serve as a space for acceptance, support, and self-expression. Overall, understanding the influence of social media on purchasing behavior and mental health is crucial for developing effective marketing strategies and promoting digital well-being.
In conclusion, while social media has become an integral part of our daily lives
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