IZEA Report Finds 81% of U.S.-Based Influencers Have Discount Club Memberships
13 Junio 2024 - 10:00AM
IZEA Worldwide, Inc. (NASDAQ: IZEA), the premier provider of
technology, data, and services for the Creator Economy, released
the research report, “Influencers & Discount Clubs 2024,”
today. The report is based on U.S. consumer sentiment and examines
discount club shopping behavior and the extent to which influencers
influence purchasing decisions at discount clubs and major
retailers. The insights are focused exclusively on brick-and-mortar
shopping.
The survey found that 68% of respondents have an active
membership at discount club stores such as Costco, Sam’s Club and
BJ’s, and 17% of households have memberships to both Costco and
Sam’s Club. Among influencers, 81% of respondents have an active
discount club membership, and 93% of influencers have recommended a
product they purchased inside a store to someone else.
“Our latest report provides fascinating insights into the
intersection of influencer marketing and discount club
memberships,” says Ted Murphy, IZEA CEO and founder. “When it comes
to shopping at brick-and-mortar locations, Influencers are
significantly more likely to drive purchases at discount clubs
among club members. This is especially true for Costco members, who
are 2.3 times more likely to make their influencer-inspired
purchases at the store vs. Target or Walmart.”
Key Insights about Discount Club Consumers
- 68% of respondents say their household has an active discount
club membership.
- 17% of respondents have memberships to both Costco and Sam’s
Club.
- 5% of respondents’ households have a membership to all three
major clubs: Costco, Sam’s Club and BJ’s.
- 74% of BJ’s members have made an influencer-driven purchase,
compared to 58% of all respondents. Discount Clubs, Walmart, and
Target all over-index for influencer-driven shoppers.
- 45% of Costco members indicated that Costco was the most likely
store for them to make an influencer-driven purchase.
Key Insights for Influencers and Consumers
- Influencer posts have the greatest impact on product
consideration across all age groups. This is especially true for
18-to-29-year-olds, of which 39% say influencer posts are the most
likely to get them to try a product.
- 58% of all respondents have purchased products after seeing
them used by an influencer.
- Clothing was the top type of product that respondents said they
purchased after seeing it used or featured by an influencer. 61% of
respondents said they made influencer-driven clothing
purchases.
Key Insights for Marketers
- Short video is the top content type across age groups for
influencing them to enter a store to purchase a product. 41% of
respondents ages 18-29 say short videos are the type of content
that most influences them to go to a store and make a
purchase.
- 40% of respondents ages 45-60 say Walmart is the store they are
most likely to visit for an influencer-inspired purchase.
- BJ’s and Sam’s Club shoppers are most likely to share a video
on social media expressing a positive experience with a product
purchased in a store.
- 92% of Costco members recommended a product they bought inside
a store to someone else.
Insights for Social Media Audiences
- Discount club members are more likely to search on social media
before purchasing.
- 41% of BJ’s club members are very likely to search social
platforms to find people talking about a product before purchasing,
more than Costco and Sam’s Club members.
- Among all respondents, YouTube was the top social platform for
product research before purchasing.
- Discount club members over-index for the diversity of social
media platforms used in product searches.
Results from the study are based on the responses from 1,111
U.S. 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: Influencers
& Discount Clubs.
To work with IZEA as either an influencer or a marketer, visit
izea.com. 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 81% of U.S.-Based Influencers Have Discount
Club Memberships
Nicole O’Hara
IZEA Worldwide, Inc.
Phone: 407-674-6911
Email: pr@izea.com
IZEA Worldwide (NASDAQ:IZEA)
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