Over half of Australians (52%) aged 18 to 29 are more likely to try a new product based on an influencer's post, according to a report by IZEA in collaboration with influencer and content specialist agency Hoozu.
Just under half (46%) have purchased a product after seeing it used by an influencer, while 41% of respondents more likely to trust a sponsored post from an influencer than from an A-list celebrity, according to the 2024 Australian Trust in Influencer Marketing report.
Less than 25% of respondents aged 18 to 29 say their shopping decisions are influenced by TV ads, compared to 61% of people 60+, the report which surveyed over 1,000 Australian social media users found.
Conversely, social channels impacted just 17% of over 60s, compared to 52% of 18-29 year olds.
The study found that social media shopping features are becoming increasingly popular, with 64% of all respondents having purchased a product through a social media platform’s shopping feature, or being open to doing so.
Less than 7% of respondents aged 18 to 29 are influenced by radio and magazine ads to try new products and banner ads are the least effective among online advertising methods, with only 3-6% of respondents in all age groups being influenced by them.
Hoozu MD Natalie Gidding said the way Australians get their inspiration has changed drastically in the past decade and this report underscores the critical role influencers now play in shaping consumer preferences.
“The number of people open to making a living as an influencer and open to buying things from social media sites suggests a far more open and trusting attitude towards this form of entertainment and promotion than many may have expected among the general population," she said.
“All indications point to a continued rise in influencer influence in consumers’ lives, so brands of all types need to be more focused on harnessing this powerful promotional channel to drive affinity and sales.”
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