95% of Shoppers Research Influencer Picks Before Buying
A recent PYMNTS report highlights the evolving role of influencer marketing in consumer shopping behavior, revealing that 95% of shoppers conduct research after seeing influencer recommendations. While influencers play a significant role in initiating the purchasing process, they primarily serve as guides rather than final authorities, prompting consumers to seek additional information before making a purchase. The study found that over half of U.S. consumers buy influencer-recommended products at least once a year, with younger generations, particularly Gen Z, leading this trend. Interestingly, older consumers are more inclined to make quick purchases after a first encounter with an influencer, especially in categories like food and cooking, where trust is highest. Overall, influencers help shape consumer choices and set expectations, but the ultimate decision-making power remains with the shopper.
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