- Influencer-marketing firm Izea published a new report on US consumer-purchasing behavior.
- Of social-media users who bought a product promoted by an influencer, 94% said they’d done so on Amazon.
- Below are five other takeaways from the report, including what influences purchases.
Amazon is the go-to platform for purchases inspired by influencers, new data suggests.
An April report by influencer-marketing firm Izea found that 59% of social-media users surveyed said they’d purchased a product after seeing it used by an influencer, and 94% of those consumers had made influencer-inspired purchases on Amazon.
This could be bad news for platforms like TikTok and YouTube, which are pushing their own in-app shopping features and leaning heavily on creators to help drive sales. If their users are already accustomed to going to Amazon for these types of purchases, they would need to change consumer behavior to get people to buy directly from their apps.
Amazon also works with influencers directly to drive sales. The company runs an influencer program with tools and features to help creators build their own storefronts and earn money from purchases made using their affiliate links.
Izea’s report is based on a March survey of over 1,200 US consumers about their purchasing behavior on Amazon and the impact of influencers on shopping decisions.
Eighty percent of the social-media users surveyed said they were Amazon Prime members. And 89% shopped on Amazon at least once a month.
Here are five other takeaways about influencer-driven purchases from the report:
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Influencers themselves are more likely to shop on Amazon.
According to the report, influencers are 2.1 times more likely to purchase products on Amazon more than once a week compared to other social-media users.
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Shoppers are influenced to make more purchases on Amazon.
Consumers guided by influencers to shop are at least 7.6 times more likely to purchase on Amazon than other websites or an in-app shopping platform like TikTok Shop or Instagram Shopping. Seventy-one percent of respondents said they were most likely to make a purchase on Amazon after seeing a product promoted by an influencer, compared with 9.4% who said Walmart.com, 9.3% who said a brand’s website, and 5.7% who said they were most likely to use in-app shopping platforms.
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45-to-60-year-olds are the most likely to buy products influencers promote — and make purchases on Amazon.
The study showed that participants between the ages of 45 to 60 years old were most likely to purchase a product after seeing it promoted by a social-media influencer, with 70% saying they’d done so. They were also more likely to make these purchases on Amazon — 76% said it was their preferred platform for influencer-driven purchases. By comparison, 30- to 44-year-olds were the most likely to use in-app shopping platforms for influencer-inspired buys; 8% said they were most likely to make these purchases directly within an app.
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Shoppers are likely to search for a product on social media before buying it.
Sixty-three percent of those who said they were weekly Amazon shoppers and 83% of influencers surveyed said they were likely or very likely to search on social media before making a purchase.
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The type of content matters, too.
Sixty-seven percent of participants 18-to-29 years old said video content influenced their Amazon purchasing decisions, which was more than the share that selected photos, blog posts, or other types of content.
