New Data: Gen Z Most Likely to Trust Influencer Gift Recommendations, but Need the Most Touchpoints for a Sell

Rhea-AI Summary

A new study by Mavely reveals that 28% of consumers have purchased a gift based on influencer recommendations in the past year, with this number rising to 52% for Gen Z and 36% for Millennials. The study, which surveyed over 1,000 U.S. consumers, found that 34% of respondents are likely to trust gift recommendations from local or micro-influencers, increasing to 58% for Gen Z.

Key findings include:

• 54% plan to do holiday shopping both online and in-person
• 56% of consumers say a percentage of their holiday gifts are items promoted by online influencers
• 36% of consumers need to see a product promoted 2-3 times before considering a purchase
• Gen Z requires the most touchpoints, with 23% needing 4-5 promotions before considering a purchase

The study highlights the growing importance of influencer marketing, especially for younger generations, in holiday shopping decisions.

Positive

• 28% of consumers have purchased gifts based on influencer recommendations, rising to 52% for Gen Z
• 34% of respondents trust gift recommendations from local or micro-influencers, increasing to 58% for Gen Z
• 56% of consumers say some holiday gifts are items promoted by online influencers
• Mavely's platform connects brands with everyday influencers, potentially opening new marketing channels

Negative

• Gen Z requires more touchpoints before making a purchase, with 23% needing 4-5 promotions
• Traditional sources like friends/family (58%) and product reviews (46%) still outrank influencer recommendations for trust

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

FAQ

What percentage of consumers have purchased a gift based on influencer recommendations according to Mavely's study?

According to Mavely's study, 28% of consumers have purchased a gift based on recommendations from a creator or influencer in the past year.

How does Gen Z compare to other generations in trusting influencer gift recommendations?

Gen Z is the most likely to trust influencer gift recommendations, with 58% of Gen Z respondents likely to trust recommendations from local or micro-influencers, compared to 34% of all consumers.

How many times does Gen Z need to see a product promoted before considering a purchase?

23% of Gen Z consumers say they would need to see a product promoted four to five times by a creator or influencer before considering a purchase.

What percentage of consumers plan to do their holiday shopping both online and in-person?

54% of consumers say they plan to do most of their holiday shopping both online and in-person.

How does Mavely's platform aim to impact influencer marketing for brands (NUS)?

Mavely, part of Nu Skin Enterprises (NYSE: NUS), aims to connect brands with everyday influencers to create more authentic interactions and confident purchasing decisions, potentially unlocking a new and trusted marketing channel for target audiences.