A new survey conducted by the influencer platform Mavely revealed that 28% of consumers purchased a gift based on the recommendation of a content creator, in the year 2023. This number rises to 52% when it comes to Generation Z, people born between 1995 and 2010, approximately. Furthermore, the study indicated that 34% of respondents trust influencers for gift ideas; among Generation Z, the number is 58%
The survey aimed to understand the shopping trends for the holiday season and, specifically, the role of influencers in purchasing decisions. Another highlight of the research was to find out 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 with 30%, the double (15%) of Generation Z.
The research also points to the influence of creators beyond direct recommendations. 56% of consumers report that a portion of year-end gifts are items that were promoted by influencers. Generation Z shows the highest engagement with influencer content, with 47% using gift guides to make shopping decisions during the holiday season, 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 Generation Z trusts influencers more is that these people have grown up in a digital environment, where content creators occupy a central space on social media, that increasingly take the place of traditional media
"For them", influencers are not just media figures, but people with whom they feel they can connect in a more personal and authentic way. This relationship creates a natural trust, once they see content creators as trusted sources, that 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 trust in influencers, Generation Z is not as impressionable as it seems. The same research from Mavely reveals that 23% of younger consumers say they need to see a promoted product 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 selective and relates it to the need for more research and investment from brands
This generation is more discerning in its purchasing decisions as it has been exposed to an excess of information since childhood and has developed a critical and conscious attitude towards consumption. They value authenticity and transparency, and tend to need to see a product promoted several times before considering a purchase, because they research more and check the consistency of the recommendations. This selectivity means that brands need to invest in sustained influencer marketing campaigns, that create trust and relevance over time, instead of quick promotions. Furthermore, ensuring creative freedom for the influencer is crucial, since it allows him to promote the product authentically and in line with his style. Choose the right creator, that resonates with the brand's target audience, also makes all the difference for the success of the campaign, закінчує
METHODOLOGY
A TEAM LEWIS interviewed 1.000 people, over 18 years old, in the United States. The sample was balanced by age and gender census. A TEAM LEWIS collected data through an online survey conducted from August 28 to September 4, 2024
