Millennials and Gen X Growing Group Who Scroll to Shop; Live and Virtual Shopping Driving More Brand Purchases

NEW YORK, Sept. 24, 2024 /PRNewswire/ — As Gen Z and Millennials increasingly research and purchase products through social media as well through live and virtual shopping, gaming, and automated reality platforms, social shopping is set to outpace e-commerce, putting pressure on brands that face a collapsing consumer purchasing journey. How consumers are behaving and the implications for brands, social media platforms, and retail media outlets are the subject of The Rise of Social Shopping, released by Horizon Media today.

The findings from the WHY Group, Horizon Media’s intelligence center of excellence, and Night Market, Horizon’s commerce affiliate, demonstrate that social shopping is quickly replacing ecommerce. The results show that one in four people today are scrolling to shop.  Among social shoppers, 80% say they make a purchase twice a month and 73% expect to purchase at least once a month in the upcoming year, with Millennials most likely to be frequent shoppers. Those not currently shopping on social are open and ready: 75% of Gen Z, 76% of Millennials and 61% of Gen X feel comfortable purchasing on social media. Marketers need to tap into these platforms to connect with customers where they are to drive additional revenue.

Beyond the Gen Z adopters, Millennials and Gen X are also quickly shifting online buying habits to social platforms including TikTok, Pinterest, Snapchat, Facebook, and Instagram. In addition to live shopping, gaming platforms such as Twitch and Roblox now connect brands to buyers.

More than half of products purchased through these platforms are brand name and purchases span categories – more than 40% include Apparel, Beauty, Electronics, and Personal Care. Impulse buys are big, including trending and seasonal products.

The market opportunity is large:  Social commerce revenue is projected to reach $6.2 trillion globally by 2030 (Statista). Instagram, Facebook, YouTube and Tik Tok have already integrated shopping into their user experience and more brands are jumping in to generate revenue.  More than 72% of social shoppers say they could replace at least some of their online shopping with social shopping.

However, the biggest hurdle to more widespread acceptance is scammers and the trustworthiness of online shopping. Brand verification is key and a large opportunity to generate sales. Marketers need to invest and promote safety in their brands.  Once this happens, they will capture more market share.

“We are witnessing one of the most radical shifts in behavior we’ve seen since the adoption of ecommerce,” said George Musli, Chief Business Officer, Night Market. “Social shopping promises a dynamic, personalized experience that can shorten the marketing funnel and blur the boundaries between online and offline retail.  Marketers need to capitalize on the platforms poised for growth. Today gaming experiences are already making an impact, especially among Millennials. Brands that jump in will be in a prime position to grow when uptake expands.”

The Rise of Social Shopping report includes the following key findings:

Social Shopping in Tik Tok, and Beyond

Despite reports that the introduction of Tik Tok Shop would spell the app’s demise, people disagree

Just 12% of social shoppers agree that social shopping on places like Tik Tok is making social media less fun, a figure matched by 13% of non-social shoppers

Beyond Tik Tok, there is significant opportunity across Meta properties and YouTube, especially with older cohorts

Facebook is not only one of the most used platforms but also the most trusted for social and non-social shoppers alike

Marketers can take advantage of introducing new products and promotions by targeting the more than 4 in 10 non-social shoppers that already see social media as a place to gather inspiration or research

Live streaming and virtual shopping are new commerce channels

Live shopping and virtual shopping are gaining traction, adding new dimensions to the experience

This shift in shopping behavior goes beyond Gen Z, with Millennials and even Gen X embracing new ways to purchase through social media, gaming experiences, AR, and VR

Among social shoppers 58% of Millennials have purchase form a livestream and would again, 56% of Gen X are open to trying. This extends to virtual shopping with 48% of Millennials planning to do this again, and 40% of Gen X open. These new avenues can bring incremental sales for marketers promoting their brands in new ways

Social Shopping Excels with Relational Buyers

Shoppers see social commerce as a way to support small businesses, foster community, and promote social good, while social shoppers further associate it with endorsements and personalized recommendations

Social shopping excels in creating connections in a way that traditional online shopping does not

Users are looking for inspiration (55% of the population, 60% of Gen Z). Marketers can help them discover a brand or product they didn’t even know they needed

Timing is Key for Purchases

Impulse buys are big including trending and seasonal products

Brands can encourage immediate buying with reminders to purchase and exclusive offers

Influencer partnerships, trending hashtags and seasonal products can also be instrumental in generating hype for products and services

Marketers can evaluate the content users are browsing and what products they are considering to purchase, and serve an ad that leads to a verified brand page (and contains some other enticements like free shipping) to drive sales

“Social shopping is now officially a part of the online ecosystem, tapping into community in a way that online does not,” Pam Wake, VP, Why Group. “Social offers a rich environment for brands to foster connections, build loyalty and consequently create unique shopping experiences that blur the boundaries between commerce and community.  Marketers can tap into existing fandoms, subcultures and niche communities that are drawn together by shared values, norms, behaviors and identity makers.”

For more findings, as well as recommendations for how brands can translate these insights into action and engagement, access the full report at The Rise of Social Shopping.

Methodology:

We surveyed 1,008 adults 18-59 who use social media and shop online, including n=499 that are current social shoppers (purchasing via social commerce avenues including social media, gaming or AR/VR) and n=509 who are not.

The sample was balanced to the US general population by age, gender, region and income. Surveys were fielded between 4/30/2024 and 5/7/2024.

About Night Market

Night Market, which is part of Horizon, is a multi-service retail and commerce agency that helps clients maximize business performance, growth, and outcomes. We offer a comprehensive range of retail and commerce solutions designed to help ignite and accelerate growth across marketplaces, retail, DTC, and omnichannel.  From media to creative, customer experience (CX), and digital transformation (DX), we combine the right mix of human and technical capabilities to design and deliver experiences across owned, leased, contextual, and experiential platforms that influence consumer perceptions and behavior and drive transactions. Founded in 2020 with a focus on being a business partner and a business driver as much, if not more, than an agency.

About Horizon Media

Horizon Media, the largest U.S. media agency delivers data-driven business outcomes for some of the most innovative and ambitious brands. Founded in 1989, headquartered in New York, and with offices in Los Angeles and Toronto, the company employs 2,400 people and has media investments of more than $8.5 billion.  Horizon Media’s fundamental belief is that business is personal, which drives its approach to connecting brands with their customers and engaging with its own employees resulting in industry-leading workplace satisfaction levels (Glassdoor).  The company is consistently recognized by independent media outlets for its client excellence and has earned several “Best Workplaces” awards reflecting its commitment to DEI and the life and well-being of everyone at Horizon Media.

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SOURCE Horizon Media

Building Smarter, Accessible Solutions for Crypto Traders and Yield Farmers

SINGAPORE, Sept. 24, 2024 /PRNewswire/ — Bella Protocol, a suite of DeFi products focused on unlocking liquidity potential and maximizing crypto yields, has officially unveiled its highly anticipated AI-powered trading tools. This launch marks a pivotal moment in the platform’s evolution, representing not only a significant brand upgrade but also a major step forward in democratizing advanced crypto trading strategies. With these AI-driven innovations, Bella reaffirms its commitment to making crypto trading and yield farming smarter, more efficient, and accessible to users of all experience levels—from beginners to seasoned traders.

Bella Protocol’s new AI-powered tools are designed to tackle some of the most pressing challenges in the DeFi space, including the complexity of trading strategies, the need for constant market monitoring, and the inaccessibility of advanced yield optimization techniques for everyday users. With these innovations, Bella makes it easier for users to navigate the DeFi landscape and unlock the full potential of their crypto assets.

At the core of this launch are the Bella Signal Bot and Bella Research Bot (the latter to be released by early October), two groundbreaking products that harness the power of artificial intelligence to deliver real-time trading signals and in-depth market analysis. The Bella Signal Bot provides users with actionable long and short signals across 12 perpetual token pairs, including popular pairs like BTC/USDT, ETH/USDT, SOL/USDT, XRP/USDT, and BNB/USDT. The selection of token pairs will continue to expand, giving traders more opportunities to make informed decisions quickly and effectively. Tailored to suit different trading strategies, the bot runs on five distinct AI models, ensuring that both novice and professional traders can benefit from its insights.

Meanwhile, the soon-to-be-released Bella Research Bot is poised to revolutionize how users access and analyze market data. Powered by a large language model (LLM), the bot offers comprehensive insights into crypto projects, trading trends, and market sentiment, all delivered directly through Telegram. This tool simplifies portfolio management by delivering real-time fundamental data, making it easier for users to stay ahead of the market without the need for intensive research.

In addition to its AI-powered tools, Bella Protocol has introduced Tuner, a simulation tool for Uniswap v3 designed for quant traders and advanced liquidity providers. Bella Tuner enables users to fine-tune and back test liquidity provision strategies with precise, tick-level accuracy.

Beyond trading, Bella Protocol’s existing products, Flex Savings and LP Farm, will continue to simplify and expand access to yield farming for a wider audience. Flex Savings enables non-technical users to earn passive income by providing liquidity to platforms like Curve, featuring automated compounding and gas fee savings to maximize returns without constant oversight. LP Farm is designed to optimize liquidity provision returns on zkSync Era, Mantle, and Manta Pacific, utilizing a mutually beneficial mechanism that enhances liquidity for decentralized exchanges while offering liquidity providers lucrative staking incentives.

As Felix Xu, co-founder of Bella Protocol, shared, “Our latest product release and brand upgrade mark a new chapter in Bella’s journey. We’re not just building tools—we’re building solutions that are reshaping the way users engage with DeFi. Our AI-powered tools are designed to remove the complexity from crypto trading and yield farming, giving users of all experience levels the ability to make smarter, data-driven decisions. With AI at the core of our platform, we’re making it possible for anyone, regardless of experience, to optimize their crypto portfolios and take advantage of cutting-edge trading strategies. This is just the beginning.”

Looking forward, Bella Protocol is focused on expanding its suite of AI-driven products, continuously refining its existing offerings, and exploring new ways to integrate blockchain and AI to provide users with the best tools for navigating the rapidly evolving DeFi landscape. As the platform grows, its commitment to creating a seamless, secure, and inclusive DeFi experience remains stronger than ever.

For more information about Bella Protocol, please visit https://bella.fi/, follow Bella Protocol on Twitter, or join the community.

About Bella Protocol
Bella Protocol is a DeFi project that provides a suite of AI-powered trading tools, including the Bella Signal Bot and Bella Research Bot, which are available via Telegram and offer tailored trading signals and detailed market insights. Additionally, Bella Protocol offers auto-compounding yield aggregator and quantitative analysis tools, including a yield protocol Bella LP Farm, which is live on zkSync, Mantle Network and Manta Network, an Ethereum-based smart yield aggregator Bella Flex Savings, and a Uniswap V3 simulator called Tuner.

Media Contact
Ryan Walker
R.J. Walker & Co.
ryan@rjwalkerco.com

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SOURCE Bella Protocol

Total fee-generating commitments for the Fund amount to USD 3.2 billion (EUR 2.9 billion), including fee-generating co-investments of USD 0.3 billion (EUR 0.3 billion)EQT Active Core Infrastructure is a longer-hold strategy with a focus on downside protection, and applies EQT’s active ownership approach and value creation playbook to core infrastructure companies in Europe and North America.The Fund has already made three highly thematic investments that align with the strategy’s investment criteria and core focus.

STOCKHOLM, Sept. 24, 2024 /PRNewswire/ — EQT is pleased to announce that the EQT Active Core Infrastructure fund (or the “Fund”) has held its final close. Total fee-generating commitments for the Fund amount to USD 3.2 billion (EUR 2.9 billion), including fee-generating co-investments of USD 0.3 billion (EUR 0.3 billion).

Applying the global platform’s active ownership approach, industry insights, and local market access, Active Core Infrastructure seeks to leverage EQT’s 15-year track record of building strong and resilient infrastructure businesses for the future. It invests in companies that provide essential services to society and aims to offer an attractive risk-return proposition based on stable cash yield generation, inflation protection, low volatility, and a long-term value creation opportunity.

The Fund is backed by a well-diversified global investor base consisting of blue-chip clients, including pension funds, insurance companies, sovereign wealth funds, family offices, and private wealth platforms.

Alex Greenbaum, Partner and Head of EQT Active Core Infrastructure, said: “We have an exciting deal pipeline of attractive, thematic investment opportunities ahead of us, and are pleased to have already partnered with three businesses that share our vision to deliver long-term, sustainable growth. We see significant potential in core infrastructure against the current macroeconomic outlook, with the possibility to acquire high quality assets while creating value using our proven active ownership approach, and I am excited to further scale the strategy in the years ahead.”

The Fund has capitalised on the higher interest rate environment of the last two years and has invested across three thematically sourced, high-quality, and downside-protected companies, which demonstrate strong value creation potential:  

Ocea Group, a provider of smart water and heat sub-metering infrastructure in FranceRadius Global Infrastructure, an owner and operator of critical digital infrastructure sites globallyTion Renewables, a renewable energy producer and operator with a diversified portfolio of utility-scale solar, wind and battery storage across the European Union and the United Kingdom

Contact
EQT Press Office, press@eqtpartners.com

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