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Although it may seem as if modern marketing is completely driven by influencers and celebrities, consumers are not as easily influenced as you might think.
A new Klaviyo's survey revealed that only 7% of shoppers were swayed by influencers and celebrities when it came to their holiday shopping decisions. In fact, for most consumers, in-store (47%) and online browsing (44%) were major factors when considering what to buy.
That doesn’t necessarily mean social media was completely irrelevant. Some 29% of the more than 8,500 shoppers surveyed said their holiday shopping decisions were influenced by social media. Meanwhile, 27% said they were influenced by TV and 19% by email.
Unsurprisingly, the younger the audience, the more likely they were to be affected by social media.
- Compared to just 39% of millennials, 61% of Gen Z regarded social media as the most influential marketing channel.
Meanwhile, both single consumers and non-parents were also swayed by social media.
- According to the survey, 36% of singles said they were influenced by social media, followed by 32% of those without kids.
There also seems to be a correlation between social media influence and how much someone earns. For instance, high-income shoppers were likely more influenced by social media than other factors.
- Of those who made between $100,000 and $200,000, 31% said social media was among the top factors that influenced their holiday shopping decisions. Meanwhile, 39% of those making more than $200,000 said they considered social media one of the most influential marketing channels.