Influence… be or influenced?
In this exercise, it was found that social networks rank number 1 in terms of what makes them choose one brand over another (61% of those surveyed believe so), followed by TV ads (56% ) and online news (54%).
Social networks are undoubtedly a very powerful tool to connect with consumers and to reach audiences that had not been considered before. With the data from the study hubspot almost 70% of the marketing specialists consulted, ensure that the main focus of their organization’s marketing strategy is oriented towards social networks, since, among other things, these allow customers to be more aware of the brand, increase sales and user commitment to the brand, in addition to increasing sales.
Six out of 10 say they have bought a product based on the recommendation of an influencer
Another indicator that shows that the future of commerce is online is how prone consumers are today to be carried away by what opinion leaders on social networks say.
In this sense, this MARCO analysis showed that 56% –that is, six out of 10– say they have bought a product based on the recommendation of an influencer.
In the case of women, these are the ones who allow themselves to be ‘influenced’ the most: 64% answered that they have bought something based on the recommendation of one of these characters, and it is young women (68%) who most consider the opinion of the leaders of social networks when buying.
With more and more users of social networks, it is not surprising that the global influencer marketing market has gone from being worth 1.7 million dollars in 2016 to 13.8 million dollars at the end of 2021, according to data from Statista .
But, what is it that Mexicans buy more online than in a physical store? First, clothing and fashion (64%), then tickets for shows (55%) and in third place, books and video games (54%). For their part, 52% of users prefer to buy travel, cameras and electronic devices online.
It is noteworthy that despite living through the pandemic experience, the food sector seems to have failed to establish a niche among online consumers: only 35% of those surveyed prefer to buy food online rather than in stores, with these products being the last on the list.
Surely one of your gifts went through the script of an influencer on social networks.