Survey: Influencer marketing playing increased role in gift purchases
Influencers are playing an increasingly important role in shoppers' purchasing decisions — especially among certain groups.
More than a quarter of consumers have purchased a gift based on a recommendation from a content creator or online influencer in the past year, with that number increasing notably for younger consumers, according to a survey from influencer marketing platform Mavely. The survey reveals that more than half (52%) and more than a third (36%) of Gen Z and millennial consumers, respectively, have purchased a gift based on influencer recommendations, compared to 28% of all consumers.
More than a third (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.
[READ MORE: PwC forecasts 7% increase in average holiday spend; Gen Z ‘rising star’ of season]
More than half (56%) of consumers say that a percentage of the gifts they buy during the holidays are items they saw promoted by an online influencer or creator. A quarter (25%) of consumers have used a gift guide to make holiday shopping decisions, and 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.
The majority of those surveyed (36%) say that they would need to see a product promoted by a creator or influencer two to three times before considering purchasing. Nearly a quarter (23%) of Gen Z respondents say 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 of 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."
When asked which sources they trust the most for reviews or recommendations of products, consumers say friends and 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. More than half (54%) of those surveyed say they plan to do most of their holiday shopping both online and in-person.
Mavely surveyed more than 1,000 U.S. consumers for its report.
