IZEA Study Reveals 1 in 3 Social Media Users Have Made a Purchase Driven by an Online Influencer
October 15 2018 - 7:15AM
Business Wire
IZEA Worldwide, Inc. (NASDAQ:IZEA), operator of IZEAx®, the
premier online marketplace connecting brands and publishers with
influential content creators, announced the results of a study
conducted to research the impact of social media influencers on the
purchase of products and services. The survey collected responses
from U.S. social media users age 18-65 who are active on social
media.
To download a snapshot of the study visit :
izea.com/influencer-commerce
Consumers Are Aware of Online Influencers
74% of all participants indicated that they know or think they
may know what a social media influencer is. The study found that
the younger the respondent, the more likely they were to be aware
of online influencers. Millennials, who are currently 22-37 years
of age, are more likely to be aware of online influencers, with 76%
responding that they know or think they may know what an influencer
is. Awareness climbs to 87% for those who are 18-21 years of
age.
Not only are consumers aware of online influencers,
approximately 1 in 7 (14.7%) consider themselves to be online
influencers. That number climbs dramatically with those aged 18-21,
where 1 in 5 (20.0%) consider themselves to be influencers.
Influencers Are Impacting Purchase
Approximately 1 in 3 (36.7%) of all participants indicated that
they made a purchase of a product after seeing it promoted by an
online influencer. An additional 11.5% indicated that they may have
made a purchase after seeing an endorsement, but couldn’t
recall.
Influencers Drive Beauty, Clothing, and Food Product Sales
Most
Participants indicated that they have purchased a wide array of
products after seeing them promoted by an online influencer. Beauty
and cosmetic items represented the biggest category of purchase
overall, with 31.1% of participants making a purchase after seeing
it promoted by an online influencer. That is followed closely by
clothing and fashion accessories, with 28.8% of participants
indicating they had made a purchase; and food and beverage, with
27.6% of participants making a purchase as the resulting of seeing
an online influencer promoting the product.
When it comes to impact on purchase, millennials skew higher in
virtually every category. Food and beverage leads the way for
millennials with 35.4% of participants indicating they had made a
purchase impacted by an influencer, closely followed by beauty and
cosmetics at 34.8% and clothing and fashion accessories at
33.5%.
Females of all ages have been heavily impacted by online
influencers when it comes to the purchase of beauty and cosmetic
products in particular. The study showed that 46% of females
indicated that they have purchased a beauty product or service
after seeing it promoted by an influencer.
Influencers have an impact on all categories of purchase, but
over-index for consumables and lower priced items. Items such as
cars and furniture are purchased less frequently than lipstick or
soda. The influencer space is still nascent and the impact on
larger ticket items may increase over time as more of those
purchase decisions are made.
Facebook Impacts Purchase Decisions
- 48.7% of participants indicated that
Facebook has had an impact on their product or service purchase
decisions.
- 38.3% indicated YouTube had an effect
on purchases, and
- 34.1% indicated Instagram impacted
their buying behavior.
Millennials also differ from the general population here, citing
Instagram as the most impactful on product or service purchase
decisions.
While Facebook may have the biggest perceived impact on purchase
decisions, 39.3% of participants believe that Instagram is the best
platform to promote a product through an online influencer.
YouTube Videos Are Being Used for Product Research
When researching a purchase decision, 29.5% of participants are
turning to YouTube first to gather product information.
Participants are also using Facebook (18.6%), Instagram (11.9%),
and Pinterest (9.8%) for research prior to purchase.
For millennials, usage increases, with 35.2% of millennials
turning to YouTube as their first source of social product
research.
About the Study
The study surveyed a total of 710 U.S. adults, age 18-65, of
which 506 people qualified to participate. Respondents had to
indicate that they were active on social media in order to qualify.
Survey participants were sourced through an independent third-party
panel. The estimated margin of error based on the sample size is
+-5%.
About IZEA Worldwide, Inc.
IZEA Worldwide, Inc. (“IZEA”) operates online platforms that
connect marketers with content creators. IZEA platforms automates
influencer marketing and custom content development, allowing
brands and agencies to scale their marketing programs. IZEA
influencers include everyday creators as well as celebrities and
accredited journalists. Creators are compensated for producing
unique content such as long and short form text, videos, photos,
status updates, and illustrations for marketers or distributing
such content on behalf of marketers through their personal
websites, blogs, and social media channels. Marketers receive
influential content and engaging, shareable stories that drive
awareness. For more information about IZEA, visit
https://izea.com/.
Safe Harbor Statement
This press release may contain forward-looking statements within
the meaning of Section 21E of the Securities Exchange Act of 1934.
These forward-looking statements and terms are based largely on
IZEA's expectations and are subject to a number of risks and
uncertainties, certain of which are beyond IZEA's control. Actual
results could differ materially from these forward-looking
statements as a result of, among other factors, changing economic
conditions. In light of these risks and uncertainties, there can be
no assurance that the forward-looking information contained in this
release will in fact occur.
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version on businesswire.com: https://www.businesswire.com/news/home/20181015005140/en/
IZEA Worldwide, Inc.Justin Braun, 407-674-6911Manager, Corporate
Communicationsjustin.braun@izea.com
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