Mobile shopping

U.S. consumers are entrenched in social media — contributing to the ongoing challenge for brands and retailers to stand out in the crowd. But while local connections are necessary, merchants might find new wins in international outposts. EMarketer’s latest research confirmed that Swiss consumers might be late to the game in joining Instagram, which isn’t necessarily a bad thing.

“Like many markets globally, Switzerland has experienced strong uptake of Instagram, and for many of the same reasons,” said Eric Haggstrom, eMarketer forecasting analyst.

According to the platform’s analytics, Instagram’s user base in the country has tripled since 2015, more than 1.9 million people will access the social channel this year, the research predicted. More than half of the country’s social network users are signed up for Instagram.

“By 2022, almost 60 percent of all social network users in the country will use the platform [Instagram] at least once a month,” a report detailing eMarketer’s research said.

But this doesn’t hold a flame next to Facebook. While U.S. Millennials and Gen-Zers might consider the platform reserved for their parents, Swiss consumers remain active on it. According to eMarketer’s research, Facebook was used by 83 percent of all social users in Switzerland this year.

With the influx of cross-border commerce capabilities and the ongoing democratization to retail by e-commerce, younger brands looking to buoy sales and capture less distracted consumers might find success in the form of Swiss social users. But this shouldn’t replace holistic strategies that encompass plans to immerse consumers with personalized omnichannel experiences.

Instead, this microcosm might serve as a testing ground for brands to better understand how to target consumers with predictive analytics and artificial intelligence that can be transitioned to larger markets such as the U.S. or China.

More from WWD:

Beauty Consumers Want to Be Left Alone

Back-to-School Shoppers Raid Stores Early, but Not Often

Are ‘Fashionable Males’ The Key to Retail Survival?