The research by Mavely highlights how
consumers of different generations are using influencer
recommendations when it comes to holiday shopping decisions
CHICAGO, Oct. 3, 2024
/PRNewswire/ -- More than a quarter (28%) of consumers have
purchased a gift based on a recommendation from a creator or
influencer in the past year, according to a new study
by Mavely, the Everyday Influencer Platform®. This
number increases to more than half (52%) and more than a third
(36%), when looking at Gen Z and Millennials, respectively.
Further, 34% of survey respondents said they are very likely or
likely to trust a gift recommendation from a local or
micro-influencer; with this number rising to 58% and 45% among Gen
Z and millennials, respectively.
The study, which surveyed more than 1,000 U.S. consumers, aimed
to understand shopping trends for the holiday season, specifically:
the role of influencers in purchasing decisions and how and where
most consumers plan to shop this year. While more than half (54%)
say they plan to do most of their holiday shopping both online and
in-person, surprisingly, older generations plan to do more of their
holiday shopping solely online:
- Silent Generation: 30% online, 23% in-person
- Baby Boomer: 22% online, 20% in-person
- Gen X: 20% online, 24% in-person
- Millennial: 16% online, 20% in-person
- Gen Z: 15% online, 18% in-person
Gen Z: Most Influenced by Influencers
More than half
(56%) of consumers say that a percentage of the gifts that they buy
during the holidays are items they saw promoted by an online
influencer or creator. Further, while younger generations may not
do all of their holiday shopping online, they are the most likely
to turn to online creators or influencers for inspiration via gift
guides and recommendations:
- A quarter (25%) of consumers have used a gift guide to make
holiday shopping decisions, this number rises to nearly half (47%)
for Gen Z consumers.
- More than a third (34%) of consumers are likely to trust the
gift recommendations from a local or micro-influencer, this number
rises to more than (58%) for Gen Z consumers.
Gen Z: Easily Influenced, but Not Easily
Sold
Influencers and content creators have a clear impact on
holiday shopping decisions, yet not every engagement is a
guaranteed sale. The majority of consumers (36%) say that they
would need to see a product promoted by a creator or influencer two
to three times before considering purchasing; with 23% of Gen Z
saying they would need to see a product promoted four to five
times.
"It's no secret that Gen Z is the most online and connected
generation, and also the most skeptical," said Evan Wray, CEO, Mavely. "So it is not surprising
that Gen Z consumers are turning to online resources like
influencers and content creators who they trust for gift
recommendations, and that they also need the most convincing to
purchase. With Mavely, we aim to connect brands with potential
customers via everyday influencers to create more authentic
interactions and confident purchasing decisions."
When asked which sources they trust the most for reviews or
recommendations of products, consumers say friends / family (58%),
product review sections on a retailer's website (46%), and a
brand's own promoted content (27%).
When purchasing a holiday gift, consumers say that customer
reviews (39%), recommendation from a friend or family member (37%),
and limited time deals and promotions (28%) are the top factors
that motivate them to purchase a holiday gift.
"Consumers rely on who they trust when it comes to purchasing
decisions, whether that be friends and family or customer reviews,"
continued Wray. "Through Mavely, we're putting a third group into
the mix: everyday influencers – content creators who everyday
people feel they can relate to and trust when it comes to what they
buy. By working with these types of influencers, brands are
unlocking a new and trusted road into their target audiences."
For more information on Mavely, visit:
https://joinmavely.com
Methodology
TEAM LEWIS surveyed 1,000 individuals in
the U.S. All respondents were 18 or older, and the sample was
census-balanced by age and gender. TEAM LEWIS collected data
through an online survey fielded from August
28 to September 4, 2024. The survey respondents were
independently sourced from Paradigm Sample.
About Mavely
Mavely is the Everyday Influencer Platform® that
empowers real people to monetize their content by promoting the
world's favorite brands. Deploying a performance-driven approach to
influencer marketing, Mavely's network of creators drives hundreds
of millions of dollars each year in sales for brand partners across
diverse niches and platforms, with attributable data from post to
purchase. Mavely is part of Rhyz, a subsidiary of Nu Skin
Enterprises (NYSE: NUS). Learn more about Mavely at
joinmavely.com.
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SOURCE Mavely
