Creators drive 75% of US' gen Z shoppers' online purchases: Study

24 Apr '23

2 min read

Pic: Shutterstock

Insights

75 per cent of US' Gen Z make online purchases based on creator recommendations, while 77 per cent shop in-store based on the same.
Social media accounts for 79 per cent of Gen Z shopping, with creators being 3.5 times more influential than social media ads.
Authenticity and relatability are the reasons why Gen Z trusts creators for recommendations.

Creators are driving a majority of US’ gen Z's shopping decisions online and in stores, according to a recent study conducted by LTK, a global creator marketing platform. The study found that 75 per cent of gen Z makes purchases online from creator recommendations, which is 21 per cent higher than the general population. Moreover, 77 per cent of gen Z shoppers are now shopping in-store from creator recommendations.

Social commerce has had a significant impact on gen Z shopping behaviours, with 79 per cent of gen Z's shopping originating from social media. Creators are the most trusted on social media by gen Z, with the majority saying they trust creators more than social media ads and celebrities. In fact, creators are 3.5 times more influential to gen Z consumers than social media ads, as per LTK’s 2023 Gen Z Shopper Study.

Gen Z shoppers follow creators because of their authenticity, personality, and relatability. When asked why they turn to creators for style and shopping recommendations, the top reasons include authenticity for style and product quality, discovery of new products and brands, and authentic opinions on fit.

Creator-guided shopping is having an impact on post-purchase confidence as well. Nearly half of gen Z reported they are less likely to return an item after seeing a creator describe it in their video content, showing the impact creator-guided shopping has had on purchase satisfaction.

The study also found that micro-influencers with a following of 10,000 to 100,000 are just as popular as macro-influencers with a following of 100,000 to 1 million. Gen Z shoppers are represented by various lifestyles and have found connections with micro-influencers for recommendations to better represent their unique interests and styles.

The top factors gen Z considers when shopping are trendy and budget-friendly (63 per cent), those with an environmental impact (43 per cent), and re-sale companies (33 per cent). The top categories gen Z is looking to creators to help with recommendations are, fashion, beauty and personal care, and more.

As we approach the summer season, the study also reveals the top summer shopping trends for gen Z include shoes, makeup, jewellery, skincare, shorts, and swimsuits.

The gen Z shopper survey and in-store shopper study were conducted in March 2023 among 1,104 participants and 1,079 participants, both reflective of the US population with 97 per cent confidence.

Fibre2Fashion News Desk (DP)

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