3 Things to Know: How the Election Affects Social Media Use: Holiday shoppers are heading to malls to shop

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1. Generation Z adults are at the forefront of using social media to view political content ahead of the election.

With just over a month to go before the election, an influx of political content is inevitable as campaigns turn to social media platforms to reach voters. To what extent does it reach voters?

New data from CivicScience shows that less than 10% of social media users avoid the platforms altogether due to political content. In contrast, just over a quarter say they are either using social media more often to see political content or that they are maintaining their usual habits but value seeing political posts. Almost half say the election and its associated content have no impact on their social media use.

Meanwhile, 37 percent of Gen Z adults say they are enjoying the increase in political posts — including 22 percent who are increasing their social media use during election season. At the other end of the spectrum, nearly one in three baby boomers on social media say they try to avoid political content.

Want to discover more consumer trends as the election draws ever closer? CivicScience’s ongoing and real-time tracking data can be found in the 2024 election mindset tracker can help you stay one step ahead. Download a free preview here.

2. Americans increasingly care about price when buying a new phone, but typically wait until their phone breaks before upgrading.

It’s been a remarkable month for phone purchasing thanks to Apple’s recently released iPhone 16 model. When it comes to purchasing a new cell phone in general, CivicScience data shows that price is a clear key motivator, with its importance steadily increasing over the past three years. Consumers are less likely to consider the manufacturer or carrier.

Additionally, the majority of consumers say they typically wait until their current device breaks or stops working to replace their smartphone, while significantly fewer wait for upgrade eligibility or regularly purchase a new phone every one to two years . A new model version is the factor least likely to influence the purchase.

Join the discussion: How often do you update your phone?

3. Growing interest in seasonal promotional events is expected to give malls a boost this holiday season.

The calendar shift to October means consumer shopping trends will receive special attention as the holiday season approaches – especially as early data suggested fewer consumers got a head start in August this year.

One such trend that CivicScience is monitoring is mall shopping. Compared to the last two years, Americans are even more likely to buy holiday gifts at malls this season. However, they have become more likely to attend holiday promotional events at malls, a trend that has been increasing since 2022.

Let us know: Do you like shopping at the mall?

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