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Research: Influencers influence young people the most

   Influencers, as the name reveals: influence. A major study by
   consultancy firm Wunderman Thompson Commerce found that more than half
   of young people under the age of 16 are seduced by sponsored influencer
   posts on Instagram. Looking at the several types of sponsored
   influencer content, online videos are most popular.

   The researchers report in Generation Alpha Report 2019 that influencers
   are going to play the most important role in the lives of the next
   generations of shoppers. Although friends (28 percent) influence the
   buying behavior of these young people the most, vloggers and bloggers
   are in second place with 25 percent. Family influence covers third
   place  with 21 percent.

Consequences for retailers

   14 percent of young people would like their favorite influencer to
   start their own store in the future. This implies that when influencers
   collaborate with retailers, this can have extremely large consequences
   for the retail landscape.

   In any case, it means a more competitive environment for the retail
   industry. In order to survive this increased competition, companies
   must recognize the connection between influencer and consumer and keep
   a close eye on the further development of influencers and influencer
   marketing.

   The authors of the report insist on becoming aware of the great
   influence of social media on these young people. 57 percent of young
   people state that seeing advertisements for products or services on
   Instagram tempts them to make a purchase. As said before, the type of
   content makes a difference here; online videos are most popular (24
   percent), followed by social media postings (19 percent).

   influencer marketing jongeren influencer marketing jongeren

   Amazon can still do without influencer marketing

   Currently, Amazon is one of the few e-commerce platforms that doesn’t
   use influencer marketing (yet), the research conclude. The retail giant
   is one of the ten most recognized and loved brands among young people.
   84 percent knows the brand Amazon and 70 percent of them are well
   acquainted with Amazon’s loyalty program Prime. Striking: a tenth of
   these young people also know the name of Amazons founder: Jeff Bezos.

Sustainable companies young people

   Furthermore, 66 percent of young people under 16 indicate that they
   would like to buy from sustainable companies, as well as from companies
   that are committed to corporate social responsibility.

Physical vs. online shop

   Another tip from the research: companies should not only think about
   their short term strategy (1-2 years), they should think about their
   long term strategy (> 10 years). In ten years, 19 percent of the young
   people surveyed think they will buy products in a physical store.
   Having a physical shop seems to remain relevant.

   11 percent imagines that they will buy products from their thoughts in
   ten years’ time. They even think that they will shop more through these
   so-called brain-computer interfaces than with speech assistants (9
   percent) or via social media (5 percent).

Young people are less patient

   Also interesting: the young people were asked about package delivery.
   Unsurprisingly: they are less patient than adults. They are willing to
   wait an average of 2.23 days for their package, for adults the
   acceptable duration is 2.95 days. Almost a quarter of the young people
   surveyed say they never buy anything from a retailer who cannot deliver
   the next day.

   For now, I’m pretty sure we gave you enough food for thought ;).

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