- India is home to the world’s biggest under-24 population. According to the search engine giant, there are some 2 billion GenZ globally. 20% are from Australia.
- In 2019, there were 609 million Indians below the age of 24. Out of them, 147 million were eligible to apply for a credit card.
An influencer is not an alien term anymore. Especially when we talk about the younger generation – the GenZ. The purchase decision of GenZ is entirely different from how their elders decide to purchase anything.
If my mother wanted to buy a saree, then she would hunt the market to get the best deal that fits her pocket as well as fits her expectation of a saree. But her shopping behavior is entirely different as compared to my sisters (the GenZ chunk). The purchase decision of GenZ is based on influencer recommendations. An influencer is someone who the ability to motivate, entice or generate craze about something on his/her follower base.
Influencers and GenZ .. What’s the Connection?
As mentioned above, an influencer can be anyone provided he/she has the ability to talk, interact and affect its fanbase. Now, take a second and open your Instagram account and note down how many influencers you follow.
Then try and guess their age. You will find that most of them are GenZ! Which is why we feel deeply connected with influencers and what they are trying to convey.
Purchase decision of GenZ accounts for 44% based on an influencer recommendation, compared to 26% of the remaining population. We are talking about the entire world here! – A report rotated by Kantar Media.
Here are Some Numbers that Indirectly Supports the Fact That purchase decision of GenZ is based on influencer decision:
- GenZ uses not less than 4 social media apps which clearly means that advertisers can target social users across multiple platforms.
- Facebook is the most popular social media platform then followed by Instagram, YouTube, and SnapChat.
- Before stepping in the store, GenZ duly considers what is there online and how does the product looks when (and if) someone has ever tried.
- 20% of GenZ is willing to share public reviews online for things like restaurants and products.
- 25% of GenZ consumers spend more than 5 hours a day on their mobile phones.
- 74% of GenZ spend most of their free time online.
With these numbers, it’s not at all wrong to say that purchase decision of GenZ is definitely based on influencer recommendations.
It doesn’t mean that GenZ is all inclined towards influencers and their posts. Rather it means that their source of validation and checkpoints has shifted and become more visible and interactive.
Think like this, if I’m looking for a watch and I see one of the influencer wearing a cool and trendy watch, I’ll just drop him a message asking details and experience about it. He/she is a human, will definitely revert back to my query.
This way, I was able to know views about other people using the product which I might buy as well as I was able to see how the product looks on people’s wrist so that my imagination of wearing the same watch is clear than ever before.
Influencers are definitely contributing to the purchase decision of GenZ shoppers and this number is more likely to go in the upwards direction.