When it comes to shopping and Generation Z, there is a close relationship between influencers and young people between the ages of 18 and 24. This is what emerges from a survey by Buzzoole, in collaboration with Koniqa, in which 2,000 young people were interviewed.
Why Young People Follow Influencers: What They Are Looking For
The bond between influencers and young people is a double-edged one that should not be underestimated. From Buzzoole's research it emerges, in fact, that the 18-24 age target follows influential personalities on social media in 67% of casesi (2 out of 3) to discover new brands and products. The remaining 33% are indifferent. In addition to understanding why young people follow influencers, it must be said that not everyone has the same approach to consumption: there are those who seek personal satisfaction and those who, vice versa, display products and services as a social marker. Generally speaking, these are consumers who, even when they have to make purchases, they consider themselves first and foremost citizens of the world, they are “self-centered” and at the same time responsible for themselves and others. They trust technology, but at the same time they are very careful about privacy issues. Do you want to discover other aspects characterizing Gen Z kids and their purchasing choices? Contact Universitybox, a student agency specialized in the target for almost twenty years.
Influencer Marketing and Generation Z
Based on the different needs, expectations and purchasing behaviors, as well as the relationship between influencers and young people, the research identified seven representative profiles of the Italian Generation Z, specifically the leader (25%), the narcissist (21%), the activist (17%), the classic or old fashion (15%), the functional (11%), the affective (7%) and hedonist (5%). As for other interesting details in terms of influencer marketing, for all of them the most relevant information for choosing a product or service is that which comes from their peers, especially from online reviews (75%) and word of mouth in your circle (74%). Despite the ever-increasing digitalization, the product and the experience in the field are still fundamental for this generation (68%). What activities do Gen Z kids prefer to do in their free time? What are the most used social networks? Contact us University box.