A new survey conducted by influencer platform Mavely revealed that 28% of consumers have bought a gift based on a content creator's recommendation, in the year 2023. That number rises to 52% when it comes to Generation Z alone., people born between 1995 and 2010, approximately. Furthermore, The study found that 34% of respondents trust influencers for gift ideas.; among Generation Z, The number is 58%.
The survey aimed to understand shopping trends for the holiday season and, specifically, the role of influencers in purchasing decisions. Another highlight of the survey was how and where most consumers plan to buy gifts this year.. Surprisingly, while more than half (54%) of consumers plan to do most of their holiday shopping online and in person, the Silent Generation (born between 1925 and 1945, approximately), leads online shopping alone with 30%, Twice as many (15%) as Generation Z.
The research also points to the influence of creators beyond direct recommendations.. 56% of consumers report that a portion of holiday gifts are items that have been promoted by influencers. Generation Z shows the highest engagement with influencer content, With 47% using gift guides to make holiday shopping decisions, compared to 25% of consumers of all ages
According to Fabio Gonçalves, international talent director at Viral Nation and specialist in the influencer marketing industry, The reason why Generation Z trusts influencers more is because these people have already grown up in a digital environment., where content creators occupy a central place in social networks, that are increasingly taking the place of traditional media
For them., Influencers are not just media figures., But people that they feel they can connect with in a more personal and authentic way.. This relationship creates a natural trust., Because they see content creators as trusted sources., who share real experiences and practical tips. The aspirational lifestyle of influencers, combined with the way they interact directly with their followers, creates a strong relationship of credibility, explain
This scenario projects an increasing need for investment in the influencer marketing segment, Because despite the reliance on influencers, Generation Z isn't as impressionable as it seems.. The same Mavely survey reveals that 23% of younger consumers say they need to see a product promoted four to five times before considering a purchase.; among the majority of buyers (36%) this average is reduced to two to three times. In this sense, Fabio explains why young people are more discerning and relates to the need for more research and investment by brands
This generation is more judicious in their purchasing decisions because they have been exposed to excess information since childhood and have developed a critical and conscious attitude towards consumption. They value authenticity and transparency., And they tend to need to see a product promoted several times before they consider a purchase., because they do more research and check the consistency of the recommendations. This selectivity means that brands need to invest in sustained influencer marketing campaigns, that build trust and relevance over time, instead of quick promotions. Furthermore, Ensuring creative freedom for the influencer is crucial., Since this allows him to promote the product in an authentic way and in line with his style. Choosing the Right Creator, that resonates with the brand's target audience, It also makes all the difference to the success of the campaign., finalizes
METHODOLOGY
TEAM LEWIS interviewed 1.000 people, over 18 years of age, in the United States. The sample was balanced by the census by age and gender. TEAM LEWIS collected data through an online survey conducted from August 28 to September 4, 2024
