LTK’s latest Gen Z survey reveals game-changing creator “influencer” shopping culture

20 Apr 2023 --- A new Gen Z Shopper Study released by global creator marketing platform LTK has found that 75% of the demographic makes purchases online based on creator recommendations, 21% higher than the rest of the population, while 77% are shopping in-store using the same channel.

Social commerce has significantly impacted Gen Z shopping behaviors, confirmed by the LTK finding that 79% of Gen Z’ers (born between 1997 and 2013) shopping originates from social media.

They mainly consider brands that are trendy and budget friendly (63%), have an environmental impact (43%) and engage in re-sales (33%).

The research findings are significant because Gen Z will constitute the largest consumer segment in only a few years. The LTK-commissioned study analyzed the demographic’s shopping behaviors and the trends they bear influence on.

In line with this research, a France-based study on 1,200 consumers found key differences between Gen Y and Gen Z values that drive “brand love.” The new generations represent approximately a third of the purchasing power in France. According to this survey, if brands can drive a new paradigm that enhances experiences, emotion and commitment, they can manage to become “love brands.”

In creators they trust
Gen Z’ers said they follow creators because of their authenticity, personality and relatability. When asked why they turn to creators for style and shopping recommendations, the top reasons included authenticity for style and product quality, the discovery of new products and brands and authentic opinions on fit.

Recent studies show that consumers continue to be influenced by content creators on social media. “TikTok made me buy it” is a common phrase online, which has also made its way to beauty brand marketing in brick-and-mortar stores. The platform drives positive returns on ad spend.

The top categories Gen Z depends on for creator recommendations include beauty and personal care, fashion, food, electronics, cleaning supplies and gaming. A few of the major summer shopping trends for Gen Z include shoes, make-up, jewelry, skincare, shorts and swimsuits.Creators are more than three times more influential to Gen Z consumers than social media ads.

The study found that creators are the most trusted on social media, with the overwhelming majority of participants saying they trust creators more than social media adverts and celebrities. Creators are 3.5 times more influential to Gen Z consumers than social media adverts.

Creator-guided shopping has an impact on post-purchase confidence as well. Roughly half of the respondents reported they are less likely to return an item after seeing a creator describe it in their video content, which demonstrates the impact creator-guided shopping has on purchase satisfaction.

Micro-influenced lifestyles
According to LTK’s report, micro-influencers with a following of 10,000 to 100,000 are just as popular as macro-influencers with a following of 100,000 to 1 million.

Gen Z shoppers have different lifestyles and have found connections with micro-influencers for recommendations to represent their nuanced interests and styles better.

The Gen Z survey and in-store shopper study were conducted in March, interviewing 1,104 and 1,079 participants, reflective of the US population with 97% confidence.

Meanwhile, Kao Corporation launched the cosmetics brand Unlics for Gen Z men branded “Hungry for Beauty” to provide beauty for men interested in more than simple grooming. With the popularity of three Japanese male beauty influencers, Sena Kurumatami, Usuke and Shoki, the company is making them brand ambassadors.

By Inga de Jong

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