The survey conducted by Izea revealed the significant influence that social media influencers have on consumer purchasing behavior in the US, particularly when it comes to buying products from Amazon. The data showed that 94% of consumers who were inspired by influencers on social media to make a purchase ended up buying the product from Amazon. This indicates the strong hold that Amazon has on influencer-driven purchases, with a majority of consumers turning to the eCommerce giant to make their purchases.
On the other hand, TikTok and Instagram, despite their efforts to establish in-app shopping features and online stores for content creators, face challenges in changing consumer behavior and attracting users to their platforms for purchases. While these platforms work with influencers to boost sales, Amazon's dominance in this space remains evident.
The survey also highlighted the shopping habits of different age groups, with consumers in the 45-60 age bracket showing a higher propensity to be influenced by social media and make purchases from Amazon. On the other hand, consumers in the 30-44 age group were more likely to purchase products from in-app shopping platforms. Additionally, the survey noted that consumers across different age groups rely on social media for product research before making purchases, with video content being particularly influential for Amazon purchases.
Overall, the survey underscores the growing impact of social media influencers on consumer buying decisions and the significant role that Amazon plays in capturing these purchases. As influencers continue to shape consumer behavior, platforms like TikTok and Instagram will need to innovate and adapt in order to compete with Amazon's stronghold on influencer-driven purchases.
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