In a recent survey conducted by Pew Research Center, 91% of adults aged 18 to 49 report using their smartphones to make online purchases, compared to 69% of those aged 50 to 64 and 48% of those 65 and older. The report sheds light on the growing influence of social media influencers and content creators on consumer purchasing decisions.
Approximately 39% of social media users say that influencers impact their buying choices at least a little, with younger users being the most susceptible to their recommendations. In fact, 54% of social media users aged 18 to 29 report that influencers affect their purchasing decisions to some degree, compared to 42% of users aged 30 to 49 and 29% of those 50 and older.
Interestingly, the article points out that women who use social media, particularly those in the 18 to 29 age range, are more likely to be influenced by influencer recommendations than their male counterparts. Additionally, Hispanic (48%) and Black (43%) social media users are more likely to say that influencers impact their buying habits compared to White users (33%).
Despite the growing prevalence of online shopping, the article notes that many Americans still prefer in-person shopping experiences. When given the choice, 57% of U.S. adults say they prefer to make purchases at physical stores, while 38% opt for online shopping. However, this preference varies across different age groups, with adults under 50 being more inclined to shop online compared to their older counterparts.
In summary, the Pew Research article highlights the significant role that smartphones and social media influencers play in shaping the online shopping habits of Americans, particularly among younger generations. As technology continues to evolve and social media platforms become more integrated with e-commerce, it is likely that these trends will continue to shape the future of consumer behavior.
