Millennials—those born between 1981 and 1996—are also increasingly looking to influencers to hunt for new clothing brands to buy from. More than one in five millennial survey respondents said they could be influenced to make a purchase from a clothing brand based on a creator or celebrity’s recommendation, and 16% said the same could be true if the brand sponsored that creator or celebrity, or if the brand featured them in an ad.
Gen Z consumers are also the least likely out of any generation surveyed to seek out information about a clothing brand by browsing items in brick-and-mortar stores or on a brand’s website. Instead, more than any other age group, they are more apt to consult social media posts for this information—28% of Gen Z respondents said they “ask or look for recommendations on social media” to learn about a clothing brand or specific product—double the 14% of overall respondents who reported doing so.
Notably, 17% of the Gen Z consumers surveyed said they “usually” shop for clothing directly through social media platforms rather than brand websites while just 6% of all survey participants said they frequently purchased clothing through social media. This data point suggests a stark contrast from the hesitancy among consumers to make in-platform purchases that social media sites have sought to overcome—for example, a recent report from HubSpot found only 41% of consumers “feel comfortable” buying a product through a social media platform.
from Digital Marketing Education https://ift.tt/WRjfKXk
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