A new study by IZEA Worldwide reveals valuable insights into the relationship between influencers, UK consumers, and Amazon shopping behaviors. The report, based on a survey of over 1,000 UK-based social media users, highlights the growing impact of influencer marketing on Amazon purchasing decisions.
Among the key takeaways, the research shows that influencers are 1.9 times more likely to purchase products on Amazon more than once per week than other social media users. This increased engagement with the platform suggests that influencers may substantially impact Amazon’s ecosystem more than previously thought.
According to the report, 73% of UK social media users are Amazon Prime members. This figure rises to 84% among influencers, indicating a higher level of integration with Amazon’s services within the influencer community.
The study finds that 62% of social media users have purchased a product after seeing it used by an influencer. This percentage varies significantly across age groups, with 84.9% of 18-29-year-olds reporting influencer-inspired purchases, compared to 31.1% of those over 60.
Platform-specific data shows that users of certain social media platforms are more likely to make influencer-inspired purchases. Threads users lead with 86% reporting such purchases, followed closely by TikTok and Snapchat at 82% each.
The report highlights Amazon’s dominance in influencer-driven purchases. When asked where they are most likely to make a purchase after seeing a product promoted by an influencer, 68.1% of respondents chose Amazon.com, 6.5 times higher than the next most popular option, in-app shopping, at 10.4%.
Age-based analysis reveals that over 70% of those aged 30 and above are most likely to turn to Amazon for influencer-inspired purchases. The study estimates that 56% of UK social media users, or approximately 31.2 million individuals, have made influencer-inspired purchases on Amazon.
IZEA also sheds light on social media’s role in product research. 67% of weekly Amazon shoppers and 86% of influencers report being likely or very likely to search on social media platforms before making a purchase. TikTok emerges as the leading platform for this behavior, with 76% of its users likely or very likely to conduct pre-purchase research on the platform.
Content effectiveness is another key area explored in the report. Short videos are the most influential type of content, with 44% of all social media users and 40% of 18-29-year-olds citing them as the most impactful for Amazon purchasing decisions.
The study compares the effectiveness of different digital ad types. Influencer posts are rated as four times more effective than paid social ads in getting consumers to try new products. This gap widens to 4.3 times among 18 to 29-year-olds.
Trust factors in influencer recommendations are also examined. The top three factors increasing trust are the authenticity of the influencer’s content (45%), the influencer demonstrating product use (43%), and previous positive experiences with the influencer’s recommendations (37%).
The analysts underscore the importance of reviews outside of Amazon, with 77% of respondents considering these important in influencing their purchase decisions. The full report is available here.
Nii A. Ahene is the founder and managing director of Net Influencer, a website dedicated to offering insights into the influencer marketing industry. Together with its newsletter, Influencer Weekly, Net Influencer provides news, commentary, and analysis of the events shaping the creator and influencer marketing space. Through interviews with startups, influencers, brands, and platforms, Nii and his team explore how influencer marketing is being effectively used to benefit businesses and personal brands alike.
A new study by IZEA Worldwide reveals valuable insights into the relationship between influencers, UK consumers, and Amazon shopping behaviors. The report, based on a survey of over 1,000 UK-based social media users, highlights the growing impact of influencer marketing on Amazon purchasing decisions.
Among the key takeaways, the research shows that influencers are 1.9 times more likely to purchase products on Amazon more than once per week than other social media users. This increased engagement with the platform suggests that influencers may substantially impact Amazon’s ecosystem more than previously thought.
According to the report, 73% of UK social media users are Amazon Prime members. This figure rises to 84% among influencers, indicating a higher level of integration with Amazon’s services within the influencer community.
The study finds that 62% of social media users have purchased a product after seeing it used by an influencer. This percentage varies significantly across age groups, with 84.9% of 18-29-year-olds reporting influencer-inspired purchases, compared to 31.1% of those over 60.
Platform-specific data shows that users of certain social media platforms are more likely to make influencer-inspired purchases. Threads users lead with 86% reporting such purchases, followed closely by TikTok and Snapchat at 82% each.
The report highlights Amazon’s dominance in influencer-driven purchases. When asked where they are most likely to make a purchase after seeing a product promoted by an influencer, 68.1% of respondents chose Amazon.com, 6.5 times higher than the next most popular option, in-app shopping, at 10.4%.
Age-based analysis reveals that over 70% of those aged 30 and above are most likely to turn to Amazon for influencer-inspired purchases. The study estimates that 56% of UK social media users, or approximately 31.2 million individuals, have made influencer-inspired purchases on Amazon.
IZEA also sheds light on social media’s role in product research. 67% of weekly Amazon shoppers and 86% of influencers report being likely or very likely to search on social media platforms before making a purchase. TikTok emerges as the leading platform for this behavior, with 76% of its users likely or very likely to conduct pre-purchase research on the platform.
Content effectiveness is another key area explored in the report. Short videos are the most influential type of content, with 44% of all social media users and 40% of 18-29-year-olds citing them as the most impactful for Amazon purchasing decisions.
The study compares the effectiveness of different digital ad types. Influencer posts are rated as four times more effective than paid social ads in getting consumers to try new products. This gap widens to 4.3 times among 18 to 29-year-olds.
Trust factors in influencer recommendations are also examined. The top three factors increasing trust are the authenticity of the influencer’s content (45%), the influencer demonstrating product use (43%), and previous positive experiences with the influencer’s recommendations (37%).
The analysts underscore the importance of reviews outside of Amazon, with 77% of respondents considering these important in influencing their purchase decisions. The full report is available here.