Thursday, December 12, 2024
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HomeMarket TrendsGen Z Trusts Influencers More Than Friends, Says GoDaddy

Gen Z Trusts Influencers More Than Friends, Says GoDaddy

GoDaddyโ€™s survey of 1,000 U.S. consumers will make you rethink how you should advertise to Gen Z and Millennials.

GoDaddy conducted the survey in September 2024 to explore how buying habits are shifting among different generations.

The data showed that while Gen Z and Millennial customers are starting to behave differently than traditional shoppers, they are not trending in the same way.

GoDaddy Key Survey Findings:

  • Nearly 4 in 10 Gen Z consumers (41%) trust a product or service recommendation from an influencer over an ad directly from a business, while nearly 5 in 10 Millennials (46%) still trust business ads more.
  • Regarding the likelihood of buying from a social media post, both Gen Z and Millennials ranked posts from friends lower than other sources.

Gen Z Shopping Preferences

Gen Z is more likely to trust and act on influencer recommendations, while friendsโ€™ posts rank last in influence:

  1. Influencer post (57%)
  2. Business post they follow (54%)
  3. Feed ad (49%)
  4. Friendโ€™s post (40%)

Millennial Shopping Preferences

Millennials tend to trust businesses they follow over influencer recommendations:

  1. Business post they follow (57%)
  2. Feed ad (51%)
  3. Friendโ€™s post (48%)
  4. Influencer post (44%)

Social Media as a Shopping Discovery Tool

Despite differences in influence, both generations value social media for discovering new products:

  • Most Gen Z (55%) and Millennial (47%) consumers use social media regularly to find new products.
  • Over half of Gen Z (53%) and Millennial (57%) users take action on social media ads weekly.
  • Around 3 in 10 Gen Z (28%) and Millennial (32%) consumers find social media ads helpful for discovering new products or businesses.

Next Step

As Alycia Leno, Director of Marketing at GoDaddy said:

Knowing that Gen Z consumers trust social media ads more than recommendations from friends is a game-changer for brands targeting this audience. Understanding each generationโ€™s shopping behaviors, especially on social media, empowers businesses to refine strategies and maximize social media marketing”.

The next step is simple: direct your marketing budget towards influencers this year if you want to attract younger consumers.ย 

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