Non-Celebrity Influencers 10 Times More Likely to Drive In-Store Purchases

Apr 05, 2016


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Collective Bias, a leader in shopper-focused influencer marketing, published results of a large-scale national survey investigating how U.S. consumers' online behaviors impact in-store purchase decisions. The survey, fielded to nearly 14,000 adults in early March, found that 30% of consumers are more likely to purchase a product endorsed by a non-celebrity blogger than a celebrity. Of that number, 70% of 18 to 34 year-olds had the highest preference for "peer" endorsement.

Only 3% of consumers would consider buying a product in-store if it was endorsed by a celebrity, but celebrity testimonials were just one of the traditional advertising vehicles to rank low among respondents. Those surveyed cited TV (7.4%), print (4.7%) and digital (4.5%) advertisements as the least influential forms of communication when shopping for products in-store.

The recent Collective Bias survey also investigated other trends in digital and social behaviors and in-store shopping. Highlights include:

  • Nearly 60% of survey respondents have taken a blog review or social media post viewed on a smartphone or tablet into consideration while shopping in-store.
  • One in five men (18.3%) have had blog reviews influence in-store purchases, compared to only one in 10 women (9.2%) who have done the same.
  • U.S. male consumers (34.4%) have purchased consumer electronics in-store about twice as often as women (15.4%) as a result of reading a blog review or social media post.
  • Only 2% of respondents checked Twitter first when researching products, and less than 2% said Twitter had the most influence on their decision to complete an in-store purchase.
  • About 19% of consumers Find Facebook to influence their purchasing decision most, with YouTube coming in second at nearly 18%. YouTube is especially popular with men (22.8%) compared to women (13.9%).

(collectivebias.com)