Through a special arrangement, presented here for discussion is a summary of articles from MarketingCharts, which provides up-to-the-minute data and research to marketers.
Almost half (47.5 percent) of the 2,000 U.S. online fashion shoppers surveyed by Yotpo say their most recent online fashion purchase was inspired by social media.
Among age groups, more than half (55.2 percent) of Gen Z (14-24 years old) respondents found inspiration for the most recent online fashion purchase on social media while 50.6 percent of Millennials (25-34 years old) reported the same.
Among Baby Boomers, only about one-quarter (27.5 percent) reported their most recent online fashion purchase was inspired by social media browsing.
It isn’t necessarily the Kim Kardashians or YouTube fashionistas of the world driving all these buys. While the majority of marketers find influencer marketing effective — particularly on Instagram — research from PwC recently found that more shoppers were more influenced by reviews on social media than by influencers.
Yotpo’s survey reveals similar findings in regard to online fashion shoppers. Virtually all (98.9 percent) of Millennials and Gen Z respondents (all of whom reported doing at least half of their fashion shopping online) say they think customer reviews are “important” or “very important” in their decision making.
Additionally, in 2018 Bazaarvoice’s network of retailers reported a 51 percent year-over-year increase in customers submitting visual content with their reviews. This can only help online fashion retailers, as most Gen Z and Millennials respondents in Yotpo’s survey also say that customer photos (94.9 percent) and customer videos (72.5 percent) are important decision-making factors.
Also deemed “important” or “very important” in the decision-making process for Gen Z and Millennials were multiple product shots from the manufacturer (93.9 percent), product videos from the manufacturer (72.8 percent) and detailed product information (71.6 percent).
- Most Gen Z Shoppers Say They Often Discover Products on Social Media – MarketingCharts
- Social Networking Platforms’ User Demographics Update 2019 – MarketingCharts
- Five Notes About Influencer Marketing – MarketingCharts
- Consumers Consider Reviews More Influential Than Influencer or Celebrity Endorsem*nts – MarketingCharts
- Online Shoppers Submit More Photos With Reviews – MarketingCharts
As someone deeply immersed in the realm of marketing analytics and consumer behavior, I can attest to the significance of the data presented in the article from MarketingCharts. The findings shed light on the evolving landscape of online fashion shopping, emphasizing the pivotal role that social media and user-generated content play in influencing consumer decisions.
The statistics reveal a compelling trend wherein 47.5 percent of surveyed U.S. online fashion shoppers attribute their most recent purchases to social media inspiration. This insight gains even more depth when segmented by age groups, with Gen Z leading the pack at 55.2 percent and Millennials closely following at 50.6 percent. Notably, Baby Boomers lag behind at 27.5 percent, underlining a generational divide in the impact of social media on fashion choices.
Contrary to popular belief, the influence doesn't solely rest on high-profile figures like Kim Kardashians or YouTube fashionistas. PwC's research findings, mirrored by the Yotpo survey, emphasize that customer reviews on social media wield more influence than traditional influencers. This challenges the prevailing notion that influencer marketing, particularly on Instagram, is the primary driver of consumer decisions.
The Yotpo survey delves further into the importance of customer reviews, with a staggering 98.9 percent of Millennials and Gen Z respondents considering them "important" or "very important" in their decision-making process. This aligns with the broader trend in 2018, where Bazaarvoice's network reported a 51 percent year-over-year increase in customers submitting visual content with their reviews.
Visual content, including customer photos (94.9 percent) and videos (72.5 percent), emerges as a significant factor for Gen Z and Millennials when making purchasing decisions. Additionally, other elements such as multiple product shots from the manufacturer (93.9 percent), product videos from the manufacturer (72.8 percent), and detailed product information (71.6 percent) are also deemed crucial in the decision-making process.
In summary, the data from Yotpo, PwC, and Bazaarvoice collectively underscore the paradigm shift in online fashion shopping dynamics. Social media, particularly through user-generated content and reviews, has become a powerful force shaping consumer preferences, with visual elements playing a pivotal role for the younger demographics. This nuanced understanding is vital for marketers aiming to navigate and capitalize on the ever-evolving landscape of digital commerce.
