Report: Influencers trigger under-40 consumer purchasing decisions

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Chicago and Philadelphia – New research reveals that more than 70% of Millennials and Gen Z have made a purchase based on influencer content.

The study was conducted for Onbe, a payments platform, and surveyed nearly 1,000 Americans between 18 and 40 years old.

Onbe’s study found that influencers can dramatically increase brand loyalty and transform purchasing behaviors:

  • 50% of Millennials and Gen Z have switched to a new brand based on an influencer’s recommendation.
  • 40% of Millennials and 57% of Gen Z have made a purchase on Instagram based on an influencer’s recommendation.
  • Clothing, shoes and accessories are the most popular items purchased based on an influencer’s recommendation for 45% of Millennials and 55% of Gen Z.
  • Both groups prefer to receive virtual cards over physical cards or those that can be used for only a single retailer.
  • 90% of both groups are likely to spend reward payments with the same brand that offered them the reward.
  • 80% of both groups say special promotions make them more loyal to a brand.

“Despite the rapid rise of social media influencers, brands are only just beginning to recognize the power of both the influencers and the generations they engage,” said Kevin Brown, Onbe chief marketing officer. “To build loyalty, brands must meet audiences where they are – and in most cases, that place is on social media. Influencers are able to step into that space and bridge the gap between brands and the people they’re trying to reach in a unique, highly personal way.”






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