- 80% of consumers bought products in direct response to social media content
- Only 13% discover new products or brands through traditional TV advertising
- 98% find customer service interactions frustrating
AUSTIN, TX, May 3, 2022 / PRNewswire / – According to a new study and Oracle Brent Leary, Partner, CRM Essentials. The study of more than 2,000 adults, aged 18 to 80 years United Statesfound that consumers, especially Gen Z, are increasingly turning to social media influencers and online communities to make purchasing decisions and receive customer service.
The way we research, discover and buy new products is changing
Consumers turn to social media influencers for advice and recommendations, with many now trusting social media influencers more than brands.
- 37% of consumers trust social media influencers over brands; Gen Z and millennials are twice as likely as baby boomers to trust influencers.
- 28% of consumers discover new products and brands through influencers. Gen Z is the most likely to discover products and brands this way (32%), compared to just 13% of baby boomers.
- Only 13% discover new products or new brands through traditional television advertising. Baby boomers are seven times more likely than Gen Z to discover new products and brands through traditional television advertising.
- 44% turn to social media ads and 13% turn to influencers to inform their purchasing decisions. 84% of Gen Z have purchased products in direct response to social media content, compared to just 46% of baby boomers.
- When it comes to following influencers, YouTube is the most popular channel with 21% of consumers following influencers on YouTube. Gen Z favor TikTok (25%), closely followed by YouTube (23%) and Instagram (22%), while Boomers prefer Facebook (23%), YouTube (15%) and TikTok (5%) .
Online communities are replacing traditional customer service channels
Consumers are tired of traditional customer service engagements and are turning to social media and online communities for answers to their questions.
- 98% of consumers find customer service interactions frustrating and 15% would rather stay in traffic than engage with a brand’s customer service channels.
- Only 18% of consumers want to pick up the phone and call customer service when they have questions. 26% of baby boomers want the service this way, compared to just 14% of Gen Z.
- When submitting a service request to a brand, 31% of consumers would prefer to comment on a brand’s social media page and 24% would prefer to send a direct message to a brand on social media. Generation Z is twice as likely as baby boomers to want to receive customer service in this way.
- 93% of consumers turn to social media platforms like YouTube and TikTok to get your questions answered and get the most out of a product or service. 95 percent of Gen Z use online communities in this way compared to 79% of baby boomers.
- Consumers rely on YouTube and TikTok videos because they are created by other consumers (20%), easily searchable (19%), illustrative (16%) and there is a plethora of choices (14%).
“Millennials and Gen Z create and extend relationships in a completely different way than their parents’ generations did, and that impacts who they trust, and how that trust translates into activities. basics like learning, shopping and building relationships,” said Brent Leary, Partner, CRM Essentials. “As this study shows, it’s time for brands to rethink the way they connect with customers outside the traditional marketing channels or controlled. By establishing a strong online presence and authentic, companies have the opportunity to collaborate and leverage the creative communities and social platforms that are equipped to provide purchase and services most authentic experiences. “
“I rebuilt my car during the pandemic by watching YouTube videos. This demonstrates the capacity we all have to learn everything we want at any time. And we do it by watching content created by people sharing the same interests, “mentioned Jeff Wartgow, Vice President, Oracle. “The powerful dynamic between user-generated content and today’s social platforms is an opportunity for brands to reinvent experiences as younger generations, Millennials and Gen Z, increasingly have purchasing power.”
The survey was conducted in January 2022 to 2072 adults aged 18 to 80 years United States.
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