Personal connections on social media drive more consumer purchases than influencers, Mintel research reveals

Personal connections on social media drive more consumer purchases than influencers, Mintel research reveals
Personal connections on social media drive more consumer purchases than influencers, Mintel research reveals

MUMBAI, India, Oct. 5, 2023 /PRNewswire/ — Indian shoppers are more inclined to be influenced by folks they know personally on social media when making buying selections, based on the newest research by Mintel.
While city shoppers present a choice for on-line influencers, with 28% relying on them in comparison with 19% of the whole pattern, they’re more closely influenced by social media posts from folks they know throughout varied classes like clothes and niknaks (51%), eating out (33%), and home goods (31%).
This development isn’t unique to city areas. In Tier 3 cities, a major 67% of shoppers haven’t made purchases based mostly on on-line influencers’ suggestions within the final six months via May 2023. Mintel research means that regardless of partaking with on-line influencers, shoppers in low-tier cities stay unconvinced when making buy selections.
Urban Gen Z and Millennials draw inspiration from sports activities and leisure celebrities
However, in city settings, an affinity towards sports activities celebrities has emerged because of the rising choice for an lively way of life, notably for Gen Z and Millennials. In the previous six months, two in 5 ladies (40%) and males (36%) aged 18-34 have made clothes and accent purchases based mostly on influencer suggestions. Notably, almost 4 in 10 (39%) males aged 18-34 who observe influencer recommendation favour sports activities celebrities over leisure celebrities.
“When growing their social media advertising technique, it’s vital for manufacturers to think about shoppers’ preferences, whether or not they’re concentrating on younger males who admire sports activities stars for his or her way of life and style selections, or younger ladies who are inclined to look as much as leisure celebrities and film stars for style inspiration,” mentioned Saptarshi Banerjee, Senior Lifestyle Analyst, Mintel Reports India.
Women aged 18-44, notably these between the ages of 35 and 44, present a major inclination towards leisure celebrities. Nearly two in 5 (37%) feminine followers of such celebrities say they buy magnificence and grooming merchandise based mostly on on-line influencers’ suggestions, in comparison with 24% of feminine shoppers from the whole pattern who’re lively on social media platforms.
“The affect of celebrities in social media extends past magnificence and grooming to a variety of way of life classes, together with clothes and niknaks, eating out and searching for home goods comparable to furnishings and residential décor.
“Our research signifies that sports activities celebrities affect city shoppers, specifically, whereas city females discover inspiration in media celebrities’ existence. Brands can leverage the aspirational enchantment of those celebrities, combining it with the broad attain of micro and nano influencers to craft compelling and genuine influencer advertising campaigns,” continued Banerjee.
Authenticity and the rise of micro and nano influencers
Consumer consciousness is rising relating to the monetary features that drive on-line influencers, with 24% of metro shoppers (in comparison with 18% of the whole pattern) feeling that almost all influencers are untrustworthy. This has underscored the significance of authenticity and belief in profitable influencer advertising campaigns.
Moreover, 33% of these distrustful of on-line influencers imagine that social media influencers with fewer followers are more genuine than these with large followings. “The rising mistrust of on-line influencers with large followings highlights the rising relevance of micro and nano influencers* as they’re seen to be more relatable and approachable than their more well-known counterparts, thus garnering higher belief from shoppers,” famous Banerjee.
Furthermore, almost half (47%) of shoppers are drawn to influencers who’re educated, simply accessible and foster a private reference to their viewers. Additionally, genuine critiques at the side of humorous content material might be instrumental in connecting with 56% of shoppers, based on Mintel research.
“Consumers who immerse themselves in social media platforms are sometimes drawn to content material that speaks on to their on a regular basis issues in an amusing and charming method. In this time of uncertainty, humour offers a much-needed reprieve and is thus a very engaging type of content material,” added Banerjee.
YouTube: The hottest platform
Across completely different age teams, YouTube is probably the most extensively used social media platform amongst Gen Z (87%), Millennials (72%) and Gen X (47%). Furthermore, youthful shoppers are partaking with a number of social media platforms with 47% of Indians aged 18-24 utilizing 4 or more, whereas 31% of these aged 25-34 are lively on three or more platforms.
Mintel research reveals that 21% of Older Millennials aged 34-42 (in comparison with 16% of the whole pattern) actively have interaction with manufacturers on social media, highlighting the rising significance of those platforms for this technology. A majority of them observe manufacturers on Facebook (89%) and Instagram (67%), emphasising the worth of sustaining a model presence on these platforms.
“Facebook could be a nice platform for manufacturers to maintain Older Millennials updated with the newest trade developments and product bulletins, whereas Instagram can be utilized to create visually interesting and distinctive engagements.
“Additionally, solely half of Gen X have been lively on social media within the final six months, whereas 70% of Baby Boomers haven’t used social media in the identical interval, making them much less conducive to on-line influencer advertising,” concluded Banerjee.
*Micro-influencers (10k-100k followers) and nano influencers (<10k followers) SOURCE Mintel

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