95% of Shoppers Research Influencer Picks Before Buying
Key Insights
56% of U.S. consumers make at least one purchase a year based on influencer recommendations.
95% of consumers conduct additional research before buying an influencer-recommended product.
44% of consumers return influencer-recommended purchases less often than other items.
In-Depth Analysis
The PYMNTS Intelligence report surveyed 3,196 consumers in the United States, revealing that influencer marketing’s strength lies in initiating the shopping process rather than being the final deciding factor. Consumers typically check reviews, compare prices, and seek confirmation from other sources before making a purchase. While younger consumers, particularly Generation Z, are more likely to buy influencer-recommended products, older consumers show a higher willingness to make quick purchases after a first encounter.
Food and cooking influencers are the most trusted across all age groups, followed by technology and beauty influencers. The report suggests that clear context and demonstrations provided by influencers help align expectations, reducing disappointment and returns. Ultimately, influencers guide consumers and help them discover products, but the final decision rests with the shopper.
FAQs
Q: How often do consumers buy influencer-recommended products?
More than half of U.S. consumers buy something recommended by an influencer at least once a year.
Q: What do consumers do before buying an influencer-recommended product?
95% of consumers conduct additional research, checking reviews and comparing prices.
Key Takeaways
Influencer marketing is a starting point, not the final decision-maker.
Consumers prioritize research and reviews before purchasing.
Food and cooking influencers are the most trusted.
Discussion
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