Swipe, click, sold: Social media drives millions of Aussies to make major purchases
Social media is now influencing some of the biggest financial decisions Australians make – including buying cars, holidays and even homes – according to new research by Finder.
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A Finder survey of 1,003 respondents revealed 1 in 5 (20%) have purchased a big-ticket item through platforms such as TikTok, Instagram or Facebook Marketplace.
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That's an estimated 4.4 million Aussies who admitted they've bought a major item after being influenced by social media.
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The most common major purchases are a car (10%), a holiday, artwork or expensive jewellery (5% respectively) and expensive collectibles (4%).
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Shockingly, 3% of Aussies say they have even bought a house through social media.
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Rebecca Pike, money expert at Finder, said social media has become a powerful sales engine.
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"For a growing number of Aussies, social media isn't just entertainment – it's influencing some of the biggest financial moves of their lives.
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"Buying a car or even a home used to start with a dealership or a real estate agent. Now it often starts with a scroll."
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Pike said highly targeted advertising, influencer endorsements and algorithm-driven content were accelerating spending decisions.
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"When you're repeatedly shown a product that aligns with your aspirations, it can fast-track that purchase.
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"But big purchases deserve big consideration. A 30-second video or a glowing comment section shouldn't replace doing your own research."
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Pike warned Australians to take extra care when transacting through social platforms, particularly for high-value items.
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"Social media can be a legitimate marketplace, but it can also be a hunting ground for scammers.
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"If you're spending thousands – or hundreds of thousands – make sure you verify the seller, check contracts carefully and avoid paying large sums without proper protections in place."
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Pike said the findings show just how embedded social media has become in Australians' financial decision-making.
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"While social media can create FOMO it can also create buyers remorse so consider whether you're being influenced in a way that helps or hinders your finances."
Have you bought any of the following big-ticket items through social media (e.g. Instagram, Facebook marketplace)?
| A car | 10% |
| Expensive jewellery | 5% |
| Artwork | 5% |
| Holidays | 5% |
| Expensive collectible | 4% |
| A house | 3% |
| None of the above | 80% |
| Source: Finder survey of 1,003 respondents, January 2026 |  |
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Methodology
- Finder's Consumer Sentiment Tracker is a monthly recurring nationally representative survey of more than 60,000 respondents.
- Figures in this release are based on 1,003 respondents from January 2026.
- The Consumer Sentiment Tracker is owned by Finder and operated by Qualtrics.
- The survey has been running monthly since May 2019.
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