IZEA Report Finds 75% of UK 18-to-29-Year-Olds Purchase Products Directly Through Social Media
11 Junio 2024 - 9:00AM
IZEA Worldwide, Inc. (NASDAQ: IZEA), the premier provider of
technology, data, and services for the Creator Economy, released
the 2024 United Kingdom edition of its research report, “Trust in
Influencer Marketing,” today. The report is based on UK consumer
sentiment and examines the effectiveness of influencer marketing in
terms of consumer trust and engagement. It also measures the
sentiment of social media users toward the prospect of becoming
influencers themselves and using artificial intelligence for
content creation.
The survey found that 56% of 18-to-29-year-olds research
products on TikTok before purchasing, and 75% of that age group
have purchased a product directly through social media features
like TikTok Shop and Instagram Shopping. Meanwhile, 54% of
respondents say they would quit their job to become a full-time
social media influencer, and 69% would accept compensation or free
products from a brand to make a social media post on their
channels. Additionally, the survey found that 70% of content
creators under the age of 45 are using AI tools.
“Our report underscores the dynamic and rapidly evolving nature
of influencer marketing in the United Kingdom. Our findings
highlight that platforms like YouTube and TikTok are leading the
way in terms of usage and engagement, particularly among younger
demographics,” said Ted Murphy, IZEA CEO and founder. “The move
toward short-form visual content and AI-assisted production is a
testament to the innovation happening in the industry. The
acceptance of social shopping features and the effectiveness of
influencer advertising over traditional methods further emphasize
the shifting landscape of the Creator Economy. This report
reinforces the importance of authentic and relatable content in
influencing consumer behavior and the potential for those willing
to monetize their influence.”
Key Insights for Influencers and Consumers
- 54% of respondents are more likely to trust an influencer’s
sponsored post over one from an A-list celebrity.
- 51% of all respondents have purchased products promoted by
influencers.
- 79% of 18-to-29-year-olds have purchased a product after seeing
it used by an influencer.
Key Insights for Marketers
- 55% of social media users prefer content created by social
media influencers over marketing professionals.
- 56% of respondents ages 18-29 research products on TikTok
before purchasing.
- 75% of respondents ages 18-29 say they have purchased a product
directly from a social media app.
- Only 24% of those over 60 have purchased a product through a
social media platform’s shopping feature.
Insights for Social Media Audiences
- The most used social media platforms in the UK are Facebook,
YouTube, Instagram and TikTok.
- 55% of 18-to-29-year-olds follow more than 21 influencers.
- Younger consumers have higher and more diverse usage of social
media platforms.
- 18-to-29-year-olds in the UK spend an average of 6.3 hours a
day on social media.
Insights on Influencer Aspirations
- 54% of respondents say they would quit their jobs to become a
full-time social media influencer.
- 69% say they would accept compensation from a brand for a
social media post.
- Half of 18-to-29-year-olds aspire to become influencers.
- 61% of 18-to-29-year-olds know someone who earns money as an
influencer.
Insights on AI and Content Creation
- Among content creators, photos and short videos are the
preferred content type.
- Nearly 70% of content creators 44 and younger are using AI
tools.
- Only 20% of those over 60 who create content are using AI tools
for content creation.
- 48% of 18-to-29-year-olds follow an AI or virtual
influencer.
Results from the study are based on the responses from 1,024 UK
social media users over the age of 18. The report is part of an
ongoing series of research studies focusing on influencers’ key
roles in influencing consumer behaviors and trends.
The report is available to download for free here: Trust in
Influencer Marketing.
To work with IZEA as either an influencer or a marketer, visit
izea.co.uk. For news and resources, follow IZEA at x.com/izea.
About IZEA Worldwide, Inc.
IZEA Worldwide, Inc. (“IZEA”) is a marketing technology company
providing software and professional services that enable brands to
collaborate and transact with the full spectrum of today’s top
social influencers and content creators. The company serves as a
champion for the growing Creator Economy, enabling individuals to
monetize their content, creativity, and influence. IZEA launched
the industry’s first-ever influencer marketing platform in 2006 and
has since facilitated nearly 4 million transactions between online
buyers and sellers. Leading brands and agencies partner with IZEA
to increase digital engagement, diversify brand voice, scale
content production, and drive a measurable return on
investment.
- IZEA Report Finds 75% of UK 18-to-29-Year-Olds Purchase
Products Directly Through Social Media
Nicole O’Hara
IZEA Worldwide, Inc.
Phone: 407-674-6911
Email: pr@izea.com
IZEA Worldwide (NASDAQ:IZEA)
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