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JULY 14, 2025 |
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Key stat: While a plurality of consumers in the western hemisphere start their product searches on search engines, social media platforms are significant search launching pads for consumers in Argentina (17.8%), Brazil (16.8%), and Mexico (18.0%), according to November 2024 data from ESW and EMARKETER. |
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Beyond the chart: |
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76% of US SMBs said using social media has made a positive impact on their business, according to March data from Verizon and Morning Consult.
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64% of US Gen Zers follow brands on social media for product information, per a November 2024 survey from Emplifi. |
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Use this chart: Marketers should tailor discovery strategies by region, invest in SEO where search still dominates, and boost social commerce campaigns in Latin America—especially on Instagram, WhatsApp, and TikTok. Let the data guide where you meet customers first. |
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Learn more about economic shifts, cross-border trends, payments, logistics, and sustainability in an EMARKETER and ESW webinar on Wednesday, July 16 at 11am ET / 9am PT. We will explore how these trends are reshaping global e-commerce—and how your brand can adapt. | | | |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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