Shopping has spread across the entire social ecosystem. Our survey of social shoppers found that the kinds of goods and services people buy differ meaningfully across the platforms.

Facebook’s social shoppers do not stand out in any product categories

Thanks to the strong penetration of Marketplace, Facebook claimed the largest share of social shoppers in our survey. More than 60% of respondents said they’d purchased something while using Facebook in the 12 months preceding our poll. But that did not result in Facebook shoppers significantly overindexing for purchases in any specific product category.