Women are more likely to use social media engagement as a basis for in-store shopping, with 48% noting this as a factor.
This is according to a recent Xero report around the role of social media in purchasing decisions, both in-store and online.
The research revealed that half of Australians engaging with social media will make the decision to shop in-store based on a post by a retailer or similar shopper.
Women were found to be more likely to use social media engagement as a basis for in-store shopping, with 48% noting this as a factor.
Only 39% of men said this contributed to the decision.
A breakdown by generations, showed Gen Y to be the most likely in-store shoppers as a result of what they had seen on social media at 58%.
Gen X came in at 42% and baby boomers at only 26%.
Another key finding was that 72% of shoppers prefered in-store shopping because it allowed them the opportunity to try the product on, with a further 67% also highlighting the importance of checking the items quality.
The report revealed 94% of Australians still consider themselves to be in-store shoppers rather than online.