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.
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.
That's an estimated 4.4 million Aussies who admitted they've bought a major item after being influenced by social media.
The most common major purchases are a car (10%), a holiday, artwork or expensive jewellery (5% respectively) and expensive collectibles (4%).
Shockingly, 3% of Aussies say they have even bought a house through social media.
Rebecca Pike, money expert at Finder, said social media has become a powerful sales engine.
"For a growing number of Aussies, social media isn't just entertainment – it's influencing some of the biggest financial moves of their lives.
"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."
Pike said highly targeted advertising, influencer endorsements and algorithm-driven content were accelerating spending decisions.
"When you're repeatedly shown a product that aligns with your aspirations, it can fast-track that purchase.
"But big purchases deserve big consideration. A 30-second video or a glowing comment section shouldn't replace doing your own research."
Pike warned Australians to take extra care when transacting through social platforms, particularly for high-value items.
"Social media can be a legitimate marketplace, but it can also be a hunting ground for scammers.
"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."
Pike said the findings show just how embedded social media has become in Australians' financial decision-making.
"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 |  |
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.
Ask a question