Pitney Bowes Inc. has released new data from its BOXpoll survey revealing key insights for UK retailers selling to US consumers. The findings demonstrate the sustained effectiveness of Search (e.g. Google, Bing) and online marketplaces. Almost one in three (30 per cent) US online shoppers surveyed say they are most likely to discover UK brands through these two channels, while one in four (24 per cent) discovers British brands through advertising on Facebook.
The BOXpoll survey questioned 400 US-located online shoppers who purchased from UK brands in the past six months. Almost half (48 per cent) the shoppers aged 57 to 75 years – the ‘baby boomer’ generation – find UK brands through marketplaces such as eBay and Etsy. More than one in four (27 per cent) Generation Z buyers find UK brands through TikTok advertising, while Facebook advertising leads 26 per cent of Baby Boomers and one in four (25 per cent) millennials to discover a UK brand. One in three (34 per cent) shoppers aged 41 to 56 (Generation X) say they discover British brands through YouTube advertising.
Influencers are more popular with millennials and Generation Z than any other age group. Almost one in five millennials is most likely to find UK brands through Instagram influencers (19 per cent) or TikTok influencers (18 per cent). Generation Z respondents are also responsive to influencers, with 12% discovering UK brands through Instagram influencers and 16 per cent through TikTok influencers. Although these are the groups more driven than other age groups by influencers, Search remains their most common way of finding British brands, as cited by 30 per cent of millennial respondents and 29 per cent from Generation Z.
The latest survey follows BOXpoll data released in May which found one in four (25 per cent) Generation Z shoppers and more than one in five (22 per cent) millennials in the US buy from UK online retailers at least once a month, presenting an exciting new revenue stream for UK sellers.
Georges Berzgal, SVP International – Pitney Bowes global eCommerce said: “The size of the US market and the appeal of British brands present a fantastic growth opportunity to UK retailers, but sellers must laser-focus their sales strategies and provide an outstanding cross-border delivery experience with fully-landed costs, real-time tracking and estimated delivery dates in order to succeed”.
Preferences by Generation
Generation Z, born between 1997 and 2012
Search is the most commonly stated channel for younger US consumers to discover UK brands, cited by 29 per cent, followed closely by TikTok advertising (27 per cent). 21 per cent say they find brands through YouTube advertising, and the same percentage discover UK through personal recommendations. One in five (20 per cent) US Generation Z shoppers is introduced to UK brands through online marketplaces. 16 per cent find brands through TikTok influencers and the same number through YouTube and Facebook advertising.
Millennials, born between 1981 and 1996
30 per cent of US millennials in the poll find UK brands through Search, 29 per cent through marketplaces and one in four (25 per cent) is influenced by Facebook advertising. 21 pe cent cite YouTube advertising, and 19 per cent find UK brands through Instagram influencers or TikTok advertising. 18 per cent say their purchases are generated by TikTok influencers or Instagram advertising.
Generation X, born between 1965 and 1980
YouTube advertising is the most popular channel in introducing Generation X buyers to UK brands, cited by more than one in three (34 per cent). Search and Facebook advertising were cited by 30 per cent, and 27 per cent cited online marketplaces. One in five (20 per cent) were influenced by Instagram adverts. 17 per cent cited recommendations from other people, and 14 per cent were driven by TikTok advertising. Influencers had less impact on this group, with 12 per cent saying Instagram influencers drove their purchases, and 8% citing TikTok influencers.
Baby Boomers, born between 1946 and 1964
Almost one in two (48 per cent) in the BOXpoll survey find British brands through online marketplaces. Nearly one in three (29 per cent) find UK sellers through Search, and more than one in four (26 per cent) through Facebook advertising. 15 per cent discover them through recommendations from other people.