Online purchase

LTK Study Reveals Influencers Are the Most Important Online Shopping Driver for Gen Z Adults

DALLAS–(BUSINESS WIRE)–The buying power of digital-native, influencer-savvy Gen Z continues to be one of the most important and talked about factors for digital marketers worldwide. A study conducted in June 2021 by LTK, the largest creator-powered marketing platform, underscores this further, identifying that 92% of Gen Z adults aged 18-25 make purchases based on influencer recommendations. , placing them above advertising from brands or retailers, celebrities and store associates.

Gen Z accounts for 40% of Influential Buyers™, a term used to describe the socially savvy, hyper-loyal consumers who are responsible for two-thirds of sales generated by referrals from social media influencers. This group doubles influencer sales and engagement among its own followers due to its propensity to re-share items purchased through an influencer on social media.

Where does Gen Z engage

With nearly 75% of Gen Z shopping online, these consumers naturally look to their favorite influencers for guidance on the internet: they flag the best sellers, seek out the highest quality items, and pick out all the trending must-haves. seasonal. . Instagram is the number one social site visited by Gen Z to follow influencers, followed by YouTube, TikTok, Facebook, SnapChat, Pinterest, Twitter and Reddit, respectively. However, when it comes to sharing their shopping finds and purchases, the top three social sites used are Instagram, followed by Facebook and TikTok.

How Brand Marketers Can Leverage

With 80% of Gen Z reporting having incomes that are significantly higher or at least the same as last year, the new incentive to shop holds promise for marketers keen to capture their attention. In fact, the majority are highly optimistic about a return to normal post-COVID, with 60% expecting it to resume by the 2021 holidays and 85% believing it will. by mid-2022.

LTK is hosting a free webinar on Tuesday, November 9 at 1:30 p.m. CST to share important research-based insights into which Gen Z shoppers most influence purchase decisions — and how to improve campaign targeting and messaging to make your influencer program a success. To attend the 2021 Gen Z Influential Buyers Study session, register on

“Gen Z continues to influence every aspect of shopping,” said Rodney Mason, Chief Marketing Officer for LTK Brand Partnerships. “Their affinity not just for buying from creators, but also for how they use their advice as a filter for their lives and even the content they share with friends and family further dimensions the cross-generational impact of creators today. today.”

LTK’s proprietary research was conducted in June 2021, among adults ages 18-25 representative of the US population with 97% confidence.

About LTK (formerly rewardStyle &

LTK is the world’s largest creator-powered digital marketing platform. It was founded in 2011 by Amber Venz Box and Baxter Box to enable the world’s high-end lifestyle designers to achieve the most economic success possible. Now in its 10th year, LTK has become the most trusted and efficient commerce enablement platform where creators launch, manage and grow their universal store. Today, more than 5,000 brands partner with LTK to access its global network of influencers for original content that converts based on performance-driven, multi-channel KPIs. A two-time winner of Fast Company’s Most Innovative Companies list, LTK generates more than $2.9 billion in annual retail sales from more than 150,000 talented creators in more than 100 countries and more than 8 million monthly shoppers on the LTK shopping app. The company is headquartered in Dallas, Texas and currently operates on five continents.