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1、IZEA INSIGHTS SPECIAL REPORTAPRIL 2024Influencers&Amazon 2024 2024 IZEA Worldwide,Inc.US EDITIONWe surveyed over 1,200 U.S.-based consumers to gain deeper insights into their Amazon purchasing behavior and the extent to which influencers impact their purchasing decisions.BACKGROUNDUnderstand the imp

2、act of influencer marketing on Amazon purchasing behavior Analyze the effectiveness of marketing strategies on Amazon purchasing decisions Determine the factors that contribute to trust in influencer recommendations for Amazon products Provide actionable insights for optimizing influencer marketing

3、strategies to promote Amazon products GOALSAll product names,logos,and brands are the intellectual property of their respective owners.All company,product,and service names used in this report are for identification purposes only.Use of these names,logos,and brands does not imply endorsement or part

4、nership.SAMPLE POPULATIONU.S.SOCIAL MEDIA USERS1,280 RespondentsAll respondents were required to have an internet connection and be a social media user in order to participate in the survey.United StatesGEOGRAPHYDATA GATHEREDTOUnited StatesGEOGRAPHYDATA GATHERED3/19/243/20/240%5%10%15%20%25%30%35%40

5、%18-2930-.9%30.8%23.5%19.8%SEX0%10%20%30%40%50%60%MaleFemale51.8%48.2%AGE80%OF SOCIAL MEDIA USERSsay they are Amazon Prime members.Q:Are you an Amazon Prime member?0%10%20%30%40%50%60%70%80%90%18-2930-4445-6060+75.1%85.8%83.4%72.4%“Yes”by Age Group0%10%20%30%40%50%60%70%80%90%MaleFemale79

6、.3%80.2%“Yes”by SexPURCHASE FREQUENCY BY AGE GROUPQ:How often do you purchase products on Amazon?0%5%10%15%20%25%30%35%40%More than once per weekAbout once per weekAbout 2-3 times per monthAbout once per monthRarely or never17.5%20.2%34.1%15.4%12.8%7.2%15.7%26.0%21.8%29.3%8.6%16.2%30.8%25.5%18.9%14.

7、2%19.9%37.9%18.4%9.6%18-2930-4445-60 60=51%Over 51%of those ages 45-60 shop on Amazon at least once per week.PURCHASE FREQUENCY BY INFLUENCERSQ:How often do you purchase products on Amazon?0%5%10%15%20%25%30%35%40%More than once per weekAbout once per weekAbout 2-3 times per monthAbout once per mont

8、hRarely or never2%14%28%19%37%11%18%32%21%18%Social Media UsersInfluencersInfluencers are 2.1 times more likely to purchase products on Amazon more than once per week vs.other social media users.2.1XPURCHASE FREQUENCY BY SEXQ:How often do you purchase products on Amazon?0%25%50%75%100%21.4%MORE THAN

9、 ONCE PER WEEK21.4%ABOUT ONCE PER WEEK27.7%ABOUT 2-3 TIMES PER MONTH18.6%ABOUT ONCE PER MONTHMen0%25%50%75%100%16.1%MORE THAN ONCE PER WEEK19.8%ABOUT ONCE PER WEEK34.8%ABOUT 2-3 TIMES PER MONTH17.3%ABOUT ONCE PER MONTHWomen12%RARELY OR NEVER10.9%RARELY OR NEVERAt 42.8%,men are more likely to make Am

10、azon purchases more than once per week,or about once per week,than women at 35.9%.42.8%35.9%59%OF SOCIAL MEDIA USERSsay they have purchased a product after seeing it being used by an influencer.Q:Have you purchased a product after seeing it promoted by a social media influencer?0%10%20%30%40%50%60%7

11、0%80%18-2930-4445-6060+37.7%70.1%60.9%64.8%“Yes”by Age Group0%10%20%30%40%50%60%70%80%MaleFemale59.8%57.8%“Yes”by SexPURCHASE INFLUENCE BY PLATFORM USERSQ:Have you ever purchased a product after seeing it being used by an influencer?0%10%20%30%40%50%60%70%80%90%TikTokSnapchatLinkedInInstagramPintere

12、stRedditYouTubeFacebookXThreads20%38%60%64%65%65%67%67%75%78%Yes I have purchasedTIER 1TIER 2TIER 3say they have purchased a product after seeing it being used by another influencer.92%OF INFLUENCERSsay they have recommended a product purchased on Amazon to someone else.91%INFLUENCE DRIVES INFLUENCE

13、say they are the primary shopper in their household.86%OF INFLUENCERSOF INFLUENCERS89%of influencers are Amazon Prime members.92%of influencers have left a positive product review on Amazon.INFLUENCER-DRIVEN PURCHASESQ:Where are you most likely to make a purchase after seeing a product promoted by a

14、n influencer?0%10%20%30%40%50%60%70%80%AWBrands websiteIn-app shopping*EOther website1.3%3.3%5.7%9.3%9.4%71.0%MAKES INFLUENCER-INSPIRED PURCHASES*Examples:TikTok Shop,Instagram Shopping7.6XShoppers guided by influencers are 7.6 times more likely to purchase on Amazon than other websites,and 2.4 time

15、s more likely than other online retailers combined.INFLUENCER-DRIVEN PURCHASES BY AGEQ:Where are you most likely to make a purchase after seeing a product promoted by an influencer?0%10%20%30%40%50%60%70%80%90%AWBrands websiteIn-app shopping5%11%4%73%4%7%9%76%8%11%10%65%6%9%12%69%18-2930-4445-60 60A

16、t 76%,those ages 45-60 are most likely to turn to Amazon to make influencer-inspired purchases.MAKES INFLUENCER-INSPIRED PURCHASES94%OF THOSE WHO MAKE INFLUENCER-INSPIRED PURCHASESsay they have made influencer-inspired purchases on Amazon.Q:Have you ever purchased a product on Amazon after seeing it

17、 being used by an influencer?0%10%20%30%40%50%60%70%80%90%100%18-2930-4445-6060+91.3%97.4%95.1%89.9%“Yes”by Age GroupMAKES INFLUENCER-INSPIRED PURCHASESINFLUENCER IMPACT ON AMAZONU.S.social media users59%of those made an influencer-inspired purchase94%of those made an influencer-inspired purchase on

18、 Amazon246 MILLION136 MILLIONU.S.SOCIAL MEDIA USERSHAVE MADE AN INFLUENCER-INSPIRED PURCHASE ON AMAZON55%AN ESTIMATEDof U.S.social media users have made influencer-inspired purchases on Amazon.SOCIAL SEARCH+COMMERCEQ:How likely are you to search on social platforms to research a product before a pur

19、chase?0%10%20%30%40%50%60%70%Very likelyLikelySomewhat likelySomewhat unlikelyUnlikelyVery unlikely2%1%1%13%24%59%8%9%8%12%22%41%13%11%9%19%20%28%Social Media UsersWeekly Amazon ShoppersInfluencers63%of weekly Amazon shoppers and 83%of influencers are likely to very likely to search on social media

20、before making a purchase.=48%=63%=83%SOCIAL SEARCH BY PLATFORM USERSQ:How likely are you to search on social platforms to research a product before a purchase?0%10%20%30%40%50%60%70%80%90%100%TikTokThreadsSnapchatXRedditYouTubeInstagramLinkedInPinterestFacebook18%17%17%18%20%16%18%21%11%17%18%18%20%

21、23%22%27%21%26%19%28%29%34%33%32%31%32%38%37%54%41%Very LikelyLikelySomewhat LikelyPURCHASE ABANDONMENTQ:Have you ever abandoned purchasing a product you discovered on social media because you couldnt find it on Amazon?0%10%20%30%40%50%60%70%80%90%All social media usersWeekly Amazon shoppersInfluenc

22、ers85%74%69%62%56%“Yes”I have abandoned a purchase.Influencers are most likely to abandon their intended purchases if the product is unavailable on Amazon.Amazon Prime membersThose who are influenced by influencersCONTENT EFFECTIVENESSQ:What type of influencer content influences you most to purchase

23、 a product on Amazon?0%5%10%15%20%25%30%35%40%Short videosLong videos*PhotoBlog postX/Thread postsLive streamPinterest post/boardPodcast2%2%3%3%6%14%33%34%3%4%4%5%9%15%22%32%All Social Media Users18-to-29-Year-Olds*Ex:product reviews,unboxing,how-to videosTIER 1TIER 2TIER 367%of 18-to-29-year-olds i

24、ndicate that video content influences their Amazon purchasing decisions.=67%IMPACT OF DIGITAL AD TYPESQ:Which of these is more likely to get you to try a new product?0%5%10%15%20%25%30%35%40%45%50%Social media influencer postPaid social adDisplay adPodcast ad3%14%20%44%4%10%14%31%All Social Media Us

25、ers18-to-29-Year-OldsTIER 1TIER 2TIER 318-to-29-year-olds are the most likely to be influenced by Influencers,but all age groups rate influencer posts as 2.2 times more effective than paid social ads.2.2X2.2XPRODUCT REVIEWS OUTSIDE AMAZONQ:How important are user or influencer reviews found online(ou

26、tside of Amazon)in influencing your decision to purchase a product?0%5%10%15%20%25%30%35%Extremely importantVery importantSomewhat importantNot so importantNot at all important11%11%28%18%32%13%14%30%20%19%All Respondents45-to-60-Year-OldsIMPORTANT=78%69%of all respondents and 78%of those ages 45-60

27、 believe reviews are important.TRUST IN RECOMMENDATIONSQ:What factors increase your trust in influencer product recommendations?Authenticity of the influencers contentThe influencer showing how they use the productPrevious positive experiences with their recommendationsThe influencers expertise in the product categoryTransparency about the influencers partnership with brands0%10%20%30%40%50%25%29%38%41%41%For additional research visit: 2024 IZEA Worldwide,Inc.