E-commerce continues to attract consumers of all age groups. But among young people, online shopping behavior is more influenced by prescribers of another gender than traditional advertising: influencers and content creators on social networks.
A study carried out by Odoxa for the Fédération du e-commerce et de la vente à distance reveals that 51% of the French now prefer “a person (known or not) who speaks honestly about a brand or who uses it on the doorstep” to buy a product, while 46% still prefer “well done and attractive advertising”.
The proportion of French people with a preference for influencers (when they are honest), whether they are unknown or very popular, was only 41% in 2019. In 2023, this figure rises to 58% for Generation Z (12-25 years old). . age) and 63% for 15-17 years.
Squeezie, Mcfly and Carlito and Michou as prescribers
Generation Z closely follows the recommendations of certain creators, thinking of Squeezie. The 27-year-old YouTuber is the well-known person who has led young people to purchase goods or services on the Internet the most, cited by 34% of the entire generation and even 42% among boys.
Squeezie isn’t the one who does the most product placements but you can bet on his many hats. The videographer has released several pieces of music, including some on CD, comics, and also has his own clothing brand. He is followed by the duo Mcfly and Carlito and Michou, cited by 25% and 23% of those surveyed.
Purchases made through Instagram and YouTube
Social networks have become great influencers for Generation Z: 44% of those surveyed say that they have bought a good or service that they found out about on Instagram. By comparison, only 18% of online shoppers 18+ in the general population made a purchase under the same conditions.
YouTube and TikTok are also favorites among young people. Cited by 36% and 34% of respondents, the two social networks give pride of place to sponsored content and targeted advertising. Keep in mind that Facebook is not yet completely neglected by the younger generations. 27% of young online shoppers made a purchase after seeing the product on the oldest social network in the Meta group.
40% of regular purchases made online
The shopping habits of Generation Z are, in general, highly conditioned to be done online. On average, young people make 40% of their purchases on the Internet, that is, 10 points more than the population as a whole (29.5%). Purchases made mainly on a computer (75% of respondents) or on a mobile phone (75%) with the presence of an adult.
However, half of young online shoppers choose more modern ways to pay for their purchases, particularly electronic payment solutions such as PayPal or Apple Pay.
More aware of respect for the environment and more responsible practices, Generation Z also favors the purchase of reconditioned or second-hand products. While only half of online shoppers aged 18+ (48%) bought second-hand in 2022, 63% are between the ages of 12-25, and even 69% are between the ages of 18-25 .
Source: BFM TV
