According to Glynn research, almost 68% of shoppers surveyed have purchased a product directly from a social media app.
Nearly three-quarters of American consumers say they bought a product because an influencer recommended it, according to a new report.
Creator management platform Grin conducted its 2024 Modern Consumer Study of 1,011 U.S. consumers ages 18 to 65+ and found that 74% of respondents made a purchase because of the influence of a social media influencer. I understand that. TikTok was his second most popular way to research products at 27.9%, behind Google at 43.6%, jumping to 42.2% among Gen Z respondents.
Almost 4 in 10 (38%) shoppers say the following is their main reason for shopping: influencer The recommendation is to see the product in action before purchasing. Especially among Gen Z respondents, 66% read reviews on social media before making a purchase.
Among Gen Z and Millennial consumers, influencer recommendations outperform recommendations from friends and family in terms of trust (51.4% vs. 41.9%). When asked what qualities they look for in order to trust an influencer's recommendations, the most common answer was similar lifestyle (62.4%), followed by similar appearance (45.2%) Did.
According to Glynn research, almost 68% of shoppers surveyed have purchased a product directly from a social media app. More than one in four respondents (26.1%) said they purchase products through social media at least once a week, and an even higher proportion (27.2%) said they purchase products at least once a month. I answered yes. More than half (52.8%) said they plan to use social media to research holiday gifts this year.
“Research shows that creator content is an important part of the buyer journey for modern consumers. Brands that don't do this are missing out,” said Glynn Co-Founder and CEO. CEO Brandon Brown said. “Brands need to be where their customers are, and through content from authentic creators they can appear in the daily lives of potential consumers. This drives awareness, consideration, purchase, and ultimately In fact, it fosters a deeper connection with customers compared to traditional online shopping experiences.”
The influence of online creators goes far beyond purchasing new products. According to Glynn, 72% of respondents have picked up a new hobby or interest thanks to social media, 78% have tried a new recipe thanks to social media creators, and 67% have gotten recommendations from influencers. It turns out that I have incorporated it into my travel plans.
