Social Media Becomes Commerce Engine: Over Half of Americans Use Platforms To Shop and Buy

– Over half of U.S. adults use social media for product and service recommendations –
PLUS: Nearly half of Americans believe AI is making social media more useful and relevant

DENVER, CO (October 7, 2025)—Adtaxi, one of the nation’s fastest-growing digital marketing agencies, today announced the results of its 2025 Social Media & AI Survey. The findings underscore just how deeply social platforms have become woven into American life: social media is now a daily ritual for nearly nine in ten U.S. adults, with engagement spanning everything from discovery to direct purchase.

“For more than a decade, Adtaxi has been tracking and analyzing the evolution of social media in the U.S.,” said Murry Woronoff, Director of Research at Adtaxi. “This year’s survey shows that social is no longer just about connecting friends – it is the central hub for culture, commerce, and consumer decision-making. For brands, the challenge is clear: campaigns must deliver consistency across platforms, and AI optimization is the new baseline for visibility.”

Among Adtaxi’s survey findings on social media behavior, commerce, and AI:

Daily Ritual: Social media has reached near-universal adoption, with 90% of U.S. adults active monthly and 88% engaging daily – a frequency consistent across gender, income, age, and geography.

AI as Discovery Engine: Nearly two-thirds (62%) acknowledge that AI combined with social media influences their purchase decisions, whether through easier product discovery, exposure to new brands, or better deals. Over one-third (35%) already believe AI is making social media more useful and relevant.

Platform Powerhouses: Americans now use an average of 4.7 platforms, with YouTube (75%), Facebook (73%), Instagram (64%), and TikTok (48%) commanding the largest share. Multi-platform behavior is the norm, requiring brands to think omnichannel.

Social Commerce Grows: More than half (54%) look for product or service recommendations, 47% follow influencers or brands, and 20% purchase directly on social platforms. Social media now drives the entire shopping funnel, from awareness to conversion.

Trust Drives Influence: Friends, family, and peer reviews remain the most credible sources of product recommendations, with 79% trusting personal networks and 72% trusting everyday reviews – reinforcing why authenticity outperforms traditional ads.

“As platforms evolve into multipurpose ecosystems powered by AI, marketers must adapt strategies to meet consumers at every stage of their journey,” said Chris Loretto, EVP of Adtaxi. “This year’s Social Media & AI Survey provides a roadmap for how to stay relevant, visible, and trusted in an environment where algorithms shape nearly every interaction.”

To view the full report, click HERE. 

Methodology 

This survey was conducted online using SurveyMonkey among a national sample of 1,011 adults across U.S. geographic regions, income levels, genders, and ages. The survey was conducted on August 27th, 2025.

###About Adtaxi
Founded in 2010 within MediaNews Group, Adtaxi made its mark in programmatic advertising before expanding into search, social, and connected TV. Over time, Adtaxi has refined and perfected its holistic performance-based strategy, which became the foundation of Quantum, originally launched in 2015. Leveraging the power of people plus technology, Adtaxi’s innovative full-funnel methodology leverages various tools and processes throughout the client lifecycle to drive omnichannel optimizations across channels to maximize performance and deliver superior value for advertisers. Adtaxi functions as a true partner with its clients, acting as a single point of contact and support through multi-platform campaign cycles. Find Adtaxi on Twitter, LinkedIn, and Facebook.