Survey: Social media responsiveness from brands key for consumers
Brands and retailers that respond to social media are seen in a positive light by consumers.
The vast majority (86%) of shoppers say they are more likely to purchase from brands that are responsive on social media, according to a new report from autonomous customer experience platform Emplifi. That's a significant increase from 58% in the company's 2025 research.
Nearly six-in-10 (57%) consumers have contacted a brand via its social media account for customer service. During busy shopping seasons, consumers’ standards rise. Nearly nine-in-10 (88%) consumers expect brands to respond within 24 hours during peak season.
A majority (62%) of consumers report making a purchase directly within a social media app, up from approximately half of frequent social media users in 2025.
"While shoppers are planning ahead and looking carefully at how they spend, they're also rewarding brands that make them feel heard, supported, and confident in their choices,” said Susan Ganeshan, chief marketing officer at Emplifi. “The fact that 86% of consumers say they're more likely to purchase from brands that respond on social media shows that meaningful engagement can have a direct impact on revenue.”
Additional insights from Emplifi’s survey include the following:
•Free shipping remains one of the most important factors influencing online purchase decisions, with 89% of consumers rating it as important.
•Promotions and discounts remain the strongest shopping trigger, cited by 55% of consumers, followed by gift inspiration (51%) and budget-planning content (48%).
•Roughly half (49%) of respondents said that they will begin thinking about holiday shopping purchases before November.
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“As consumers discover products, ask questions, and seek support across digital channels, brands that combine the speed and scale of AI with authentic, human-centered experiences will have a clear advantage this peak season,” added Ganeshan.
In partnership with Alchemer, Emplifi surveyed more than 1,600 consumers across the United States and United Kingdom for its "Peak Season 2026: A Retail Marketer's Strategic Guide" report.
