Forget what you knew about the traditional, linear buyer journey, as Cyprus has officially entered the 'Social Decision Economy.'
IMR/ University of Nicosia ™ conducted a comprehensive market x-ray with the new data shaping consumer behaviour on social media, presenting the findings at the 23rd Marketing, Advertising, Media & Communication Conference.
During the presentation titled 'Trust, Influence & Checkout: The New Rules of Social Media in Cyprus', by Christina Kokkalou, founder and Managing Director of IMR/University of Nicosia™, the advertising and media community was informed about the findings of the new research that examines the way Cypriot consumers discover products and services, form perceptions of brands and make purchasing decisions through the social media environment.
Particular emphasis was placed on the role of platforms such as TikTok and Instagram, the importance of user ratings and comments, as well as the growing impact that creators have in shaping consumer behaviour.
The research presented in the context of the Conference was conducted with a sample of 1,000 people from all over free Cyprus, with absolute gender balance (50% men, 50% women). The geographical distribution of the sample covered Nicosia (39%), Limassol (29%), Larnaca (16%), Paphos (10%) and free Famagusta (6%), while all generations participated: Gen Z (16%), Millennials (31%), Gen X (25%) and Boomers (28%).
The Cypriot consumer journey is now intensely emotional, visual and extremely sensitive to trust issues. The feed is no longer a place to spend our time, but the ultimate decision-making center, where 75% of consumers state that social media sparks their interest in brands or products they would never notice otherwise.
At the same time, 77% agree that posts, comments and reviews have the power to radically change the way they see a brand, product or service.
The first big wager for businesses is “the battle for pause.” The general use of social media is high but shows strong fluctuations depending on age: it reaches 100% among Gen Z, 94% among Millennials, 84% among Gen X, while it drops to 61% among Boomers. In terms of content format, short videos, reels and TikTok clips are the absolute dominant, attracting the attention of 73% of the total sample. This percentage is 89% for Gen Z, 79% for Millennials, 61% for Gen X and 44% for Boomers.
Through this endless scrolling, social media media are turning into a peculiar “discovery engine”. Cypriot consumers use the platforms as a source of information for a number of everyday categories: at the top is Entertainment (70%), followed by Dining/Bars (61%), Travel (59%), News/Current Affairs (57%), Technology (53%) and Fashion (45%).
In younger generations, the dependence on specific platforms is also reflected in the time they spend daily. For example, Gen Z spends an average of 159 minutes a day on TikTok and 144 minutes on Instagram, while spending just 25 minutes on Facebook. In contrast, Millennials divide their time more evenly (85 minutes on Instagram, 76 on TikTok, 67 on Facebook), while Boomers remain loyal to Facebook with 81 minutes a day, devoting just 24 minutes to Instagram and 15 minutes to TikTok.
However, attention alone does not bring sales. The modern consumer demands proof, and research reveals the “Trust Equation.” The factors that increase interest in a brand are real images (49%), positive reviews (47%), product usefulness (37%), and clear information (34%). Elements that were previously considered crucial now follow: offers/discounts attract 25%, attractive presentation 22%, while a simple suggestion from an influencer directly affects only 12%.
At the same time, the public is not rejecting advertising, but reevaluating it, with neutrality dominating. Just 11% say “very positive” and 28% “somewhat positive,” while 38% hold a neutral stance. Positive attitudes toward advertising are strongest among Gen X (48%) and Millennials (41%), followed by Gen Z (36%) and Boomers (21%).
The need for authenticity is being tested strongly in the age of Artificial Intelligence (AI). The Cypriot public appears highly suspicious: 36% say they can always recognise an AI ad and 54% sometimes, with the combined recognition reaching 95% among Gen Z and 96% among Millennials. While 70% agree that AI can make a brand appear more modern and innovative, a significant 81% warn that it can make it appear less authentic, damaging its image (in fact, this percentage reaches 91% among Gen Z). The demand for complete transparency is universal, with 89% of respondents demanding that brands clearly state when they use AI in ads or content.
In terms of content creators, the research highlights the “Creator Paradox.” The direct, self-reported influence of influencers on purchasing decisions seems low at first glance: it affects 35% of Gen Z, 17% of Millennials, 13% of Gen X, and just 3% of Boomers. However, their indirect influence is huge, as 63% agree that influencers shape their opinion of a product more than traditional advertising. Furthermore, 75% say that when a creator they trust recommends something, they are much more likely to seek it out. The big thorn remains honesty, as 70% admit that they often have trouble understanding whether an influencer is speaking because they genuinely like the product or because they were paid.
Trust, conversion is strong, especially among young people. 63% of Gen Z and 41% of Millennials have bought something because they saw it or it was recommended to them by an influencer (compared to 24% of Gen X and 5% of Boomers). When asked which creators they trust, 35% of the total choose both Cypriot and international, 21% only international, 10% only Cypriot, while 33% choose neither. Among Gen Z, 48% trust both categories equally, while just 15% answer “none”.
The final stage, that of checkout, proves that social media is now an integral part of the transaction. 71% of the total sample has purchased products or services they found on social media at least occasionally. These percentages by generation are 80% for Gen Z, 76% for Millennials, 71% for Gen X and 53% for Boomers.
The paths to market are certainly fragmented. The most common route for buyers is through the brand ’s official account they already follow (49%), followed by sponsored ads (36%), influencer posts (27%), Facebook Marketplace (22%), links from stories / videos (19%), and direct messages (DMs) with the business (16%).
And here, each generation buys differently:
Gen Z: 59% buy from brand accounts they follow and 39% from posts influencers.
Millennials: 42% buy from company accounts and 35% from sponsored accounts ads.
Gen X: 33% choose sponsored ads, 25% links from stories/videos and another 25% the marketplace.
Boomers: 41% buy through marketplaces and 35% from sponsored ads.
What ultimately turns attention into checkout is not impulse, but confirmation. Before making a final purchase, 73% of Cypriots systematically search for reviews and experiences from other users. 66% say they are more convinced when the seller exudes credibility, 61% want the convenience of a direct link to complete the purchase, while 53% note that an offer or discount code can speed up their decision.
Kokkalou's final conclusion is a clear strategy guide: A single approach for all audiences is doomed to fail. Businesses must develop a different logic per target group, knowing full well that in today's Cypriot market, the most successful brands will not be those that make the most noise, but those that inspire the most trust.
(Source: InBusinessNews)
