GRIN, the world’s main creator administration platform, immediately announced findings from its 2024 Modern Consumer Survey, exploring the evolving purchaser journey and the rising want for manufacturers to leverage creator content material, particularly within the social media age.
Taking insights from 1,011 U.S. customers, ages 18 to 65+, the survey discovered that three out of 4 buyers have bought a services or products as a result of an influencer really useful it, highlighting how influencer advertising has revolutionized customers’ buy choices. And these influencer-influenced choices happen all through the client journey.
“The survey’s outcomes present that creator content material is a essential a part of the client journey for the fashionable shopper. Brands not doing it are lacking out,” stated Brandon Brown, co-founder and CEO of GRIN. “Brands have to be the place their prospects are and so they can present up in potential customers’ each day lives by way of genuine creator content material. Doing this aids in consciousness, consideration, and buy, and, in the end, fosters a deeper buyer connection versus conventional buying experiences on-line.”
Influencers have made the client journey look a bit of totally different
From product consciousness to consideration to buy, trendy buyers look to content material creators’ suggestions throughout every stage of their purchaser journey. In reality, for Gen Z and Millennial respondents, TikTookay is the preferred platform to find new merchandise.
As customers transfer into the consideration stage, they now not depend upon web site product opinions, with solely 16% turning to a model’s web site to learn opinions. Instead, they wish to see services or products in motion earlier than buying, with 38% of buyers saying that is the first purpose they flip to influencers for suggestions. For Gen Z respondents, specifically, 66% watch opinions on social media earlier than making a purchase order.
When customers are lastly prepared to purchase, they will achieve this inside social media apps, due to the rise of shoppable advertisements. Nearly 68% of buyers surveyed have bought merchandise straight from social media apps, demonstrating the growing significance of manufacturers having a powerful presence and making a seamless buying expertise on social media platforms.
With consciousness, consideration and buy now occurring with out customers having to go away a social media platform, immediately’s path to buy may be extraordinarily brief.
Influencers’ affect extends past buying
Content creators and social media haven’t solely influenced how customers store, but in addition how they make choices on what hobbies to pursue or the place to go on trip. In reality, 68% of customers selected to go to a particular location, like a theme park or journey vacation spot, as a result of they noticed it really useful on social media.
This affect additionally trickles all the way down to different areas, like what media respondents devour — one out of three customers stated they think about influencer suggestions fairly often when deciding what to look at and skim. Even customers’ way of life decisions are impacted by what they see on-line, with 43% stating social media impressed them to alter their health and way of life objectives.
To be taught extra about how content material creators are shaping shopper buy and way of life choices, please try GRIN’s 2024 Modern Consumer Survey e-book.
Methodology
The Propeller Insights survey commissioned by GRIN surveyed 1,011 U.S. residents, ages 18 and over, throughout the U.S. in November 2023. Survey responses had been consultant of the U.S. inhabitants for age, gender, area and ethnicity. The most margin of sampling error was +/- 3 share factors with a 95% stage of confidence.
https://www.martechcube.com/grin-announced-findings-from-its-2024-modern-consumer-survey/
