A new study by everyday influencer platform Mavely reveals that 58% of Gen Z consumers trust gift recommendations from local or micro-influencers.
The research, which surveyed over 1,000 U.S. consumers, shows that more than a quarter (28%) of all respondents have purchased a gift based on an influencer’s recommendation in the past year. This figure rises to 52% for Gen Z and 36% for Millennials.
Source: Mavely
While 54% of consumers plan to do most of their holiday shopping online and in person, the study uncovers a surprising trend among older generations. The Silent Generation leads online-only shopping at 30%, compared to 15% for Gen Z.
The influence of online creators extends beyond direct recommendations.
More than half (56%) of consumers report that some of their holiday gift purchases are items influencers promote. Gen Z shows the highest engagement with influencer content, with 47% using gift guides for holiday shopping decisions, compared to 25% of all consumers.
Despite their trust in influencers, Gen Z requires more exposure before purchasing. While most consumers (36%) need to see a product promoted two to three times before considering a purchase, 23% of Gen Z say they need four to five exposures.
The study also explores broader consumer trust patterns.
Friends and family remain the most trusted source for product recommendations (58%), followed by product review sections on retailer websites (46%) and a brand’s own promoted content (27%).
Source: Mavely
When it comes to holiday gift purchases, the top motivating factors are customer reviews (39%), recommendations from friends or family (37%), and limited-time deals and promotions (28%).
“It’s no secret that Gen Z is the most online and connected generation, and also the most skeptical,” Mavely CEO Evan Wray said in a blog post.
Wray added that Mavely aims to connect brands with potential customers via everyday influencers to create “more authentic” interactions and confident purchasing decisions.
The company recently reported a Gross Merchandise Value (GMV) run rate exceeding $675 million, up over 175% growth from last year. Mavely claims this figure approaches the estimated GMV run rate of Shopify’s Shop app.
TEAM LEWIS conducted the survey from August 28 to September 4, 2024, using a census-balanced sample of 1,000 U.S. adults aged 18 or older.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
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A new study by everyday influencer platform Mavely reveals that 58% of Gen Z consumers trust gift recommendations from local or micro-influencers.
The research, which surveyed over 1,000 U.S. consumers, shows that more than a quarter (28%) of all respondents have purchased a gift based on an influencer’s recommendation in the past year. This figure rises to 52% for Gen Z and 36% for Millennials.
Source: Mavely
While 54% of consumers plan to do most of their holiday shopping online and in person, the study uncovers a surprising trend among older generations. The Silent Generation leads online-only shopping at 30%, compared to 15% for Gen Z.
The influence of online creators extends beyond direct recommendations.
More than half (56%) of consumers report that some of their holiday gift purchases are items influencers promote. Gen Z shows the highest engagement with influencer content, with 47% using gift guides for holiday shopping decisions, compared to 25% of all consumers.
Despite their trust in influencers, Gen Z requires more exposure before purchasing. While most consumers (36%) need to see a product promoted two to three times before considering a purchase, 23% of Gen Z say they need four to five exposures.
The study also explores broader consumer trust patterns.
Friends and family remain the most trusted source for product recommendations (58%), followed by product review sections on retailer websites (46%) and a brand’s own promoted content (27%).
Source: Mavely
When it comes to holiday gift purchases, the top motivating factors are customer reviews (39%), recommendations from friends or family (37%), and limited-time deals and promotions (28%).
“It’s no secret that Gen Z is the most online and connected generation, and also the most skeptical,” Mavely CEO Evan Wray said in a blog post.
Wray added that Mavely aims to connect brands with potential customers via everyday influencers to create “more authentic” interactions and confident purchasing decisions.
The company recently reported a Gross Merchandise Value (GMV) run rate exceeding $675 million, up over 175% growth from last year. Mavely claims this figure approaches the estimated GMV run rate of Shopify’s Shop app.
TEAM LEWIS conducted the survey from August 28 to September 4, 2024, using a census-balanced sample of 1,000 U.S. adults aged 18 or older.