A recent study conducted by LTK, the world’s largest influencer marketing platform, reveals that men’s and women’s online shopping habits are increasingly similar, as the majority now not only most of their online shopping from their phone, but are more influenced than ever by the people they follow on social media.
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“What’s important for brand marketers to understand is that an influencer’s audience can be just as important as the influencer themselves”
While women continue to lead in their propensity to make purchases on social media, 70% of men also reported making purchases from social media posts. Fashion, beauty and personal care items rank highest for both men and women, although both regularly purchase a wide selection of items from influencer recommendations ranging from cleaning products to pet products. company. In fact, creators are cited as the most influential drivers of online purchasing decisions, ahead of brands, retailers, celebrities and store associates.
The rise of creator-led shopping has even spawned a new category of consumers: Influential Shoppers™ – hyper-loyal, socially savvy consumers who regularly make purchases from the creators they follow and then share those discoveries on social media, generating additional sales and engagement. .
“What’s important for brand marketers to understand is that an influencer’s audience can be just as important as the influencer themselves,” said Rodney Mason, chief marketing officer for LTK. Brand Partnerships. “Not only do influencers sell a significant share of the trackable sales market, but their followers also drive significant sales through promoting these online purchases. We examine these trends and their impact on social shopping so brands can better connect with and convert their target audiences. »
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