75%
85% share reviews and recommendations with friends and family
71% share reviews and recommendations on social media
55% share reviews and rcommendations on retail sites
of Gen Z shoppers seek reviews and recommendations for most products or services they’re interested in buying.
So where does that leave marketers?
Takeaway for Marketers
64%
Gen Z Wants to be Heard Too
Only 9% say they are likely to purchase a product or service after hearing a recommendation from a celebrity.
turn to family & friend recommendations on social media
86%
67% of Gen Z food shoppers turn to family & friend recommendations and online reviews
say recommendations from friends and followers are extremely trusting
Introduction
find written reviews helpful
Your Friendly Neighborhood Recommendation
Gen Z shoppers turn to:
Takeaway for marketers:
Not only do Gen Z shoppers seek out reviews when purchasing products, but they are also likely to write reviews and spread recommendations for products they enjoy.
Only 7% turn to blogs or paid influencers
60% of beauty shoppers turn to family & friend recommendations and online reviews
Only 15% say they are likely to purchase a product or service after hearing a recommendation from a blog or paid influencer.
Reviews for beauty products, health products and appliances are the most searched.
info@socialmedialink.com
56% of Gen Z shoppers said that paid reviews lack authenticity.
65%
71%
Family & friend recommendations and online reviews are the most popular across categories.
Gen Z Consumers Can’t Be Fooled
Trust & Likelihood to Purchase Go Hand-in-Hand
64% of Gen Z health product shoppers turn to family & friend recommendations and online reviews
Only 11% turn to blogs or paid influencers
Targeting Gen Z?
say they are likely to purchase a product or service after hearing a recommendation from a friend or follower
Family & friend recommendations and online reviews are the most popular across categories.
Of the 96% who seek reviews and recommendations:
65% of Gen Z beauty shoppers seek reviews most of the time or every time they buy.
56% of Gen Z health shoppers seek reviews most of the time or every time they buy.
45% of Gen Z food shoppers seek reviews most of the time or every time they buy.
80%
Only 15% say recommendations blogs and paid influencers are extremely trusting.
84%
Only 10% turn to blogs or paid influencers
78%
Gen Z shoppers turn to reviews, a lot, but what types of reviews do they look for?
of Gen Z shoppers find personal stories helpful
Not All Reviews Are Created Equal
Only 6% say recommendations from celebrities are extremely trusting.
Gen Z Runs On Reviews
We surveyed the Gen Z population of our Smiley360 community of peer-to-peer influencers to understand exactly who Gen Z shoppers are turning to for reviews and how those reviews are affecting their purchase behaviors.
96%
Gen Z Wants to Be Heard Too
Trust & Likelihood to Purchase Go Hand-in-Hand
78% of Gen Z shoppers made a purchase based on a family or friend recommendation less than one month ago.
turn to in-person family & friend recommendations
Of that 64%:
Of the 65% who turn to family & friend recommendations on social media:
71% look on Instagram
71% look on YouTube
69% look on Facebook
61% of Gen Z shoppers said that unpaid reviews are more authentic.
find photos helpful
It’s no surprise that Gen Z shoppers are becoming blind to traditional and conventional advertising.
Not All Reviews Are Created Equal
In fact, only 21% of Gen Z consumers see brand advertising as a trusted source for reviews and recommendations.
Here's Why Paid Influencers Just Won't Work.
How much do Gen Z shoppers trust brand product/ recommendation sources?
Your Friendly Neighborhood Recommendation
63% of Gen Z automotive shoppers turn to family &
friend recommendations and online reviews
Gen Z Runs
On Reviews
of Gen Z shoppers post reviews frequently after purchasing a product
Only 15% turn to blogs or paid influencers
Methodology:
Social Media Link Conducted A Survey Of 1,500 Consumers From Its Consumer Influencer Community, Smiley360.com Between the Ages of 14-23 From May 2018 To June 2018, To Discover Various Preferences On Reviews and Recommendations.
While influencer marketing continues to grow, marketers need to be careful with the type of influencers they choose to partner with when targeting Gen Z consumers. Recommendations from bloggers, celebrities or macro-influencers all fall short, as Gen Z shoppers are turning more toward friends and family. To successfully target Gen Z shoppers, marketers need to explore solutions that allow for peer-to-peer advocacy and authentic product review generation at scale.