As of March 2023, nearly ** percent of ** millennials worldwide found influencers' recommendations of a brand or product more engaging than regular advertisements. For ** percent of the respondents, influencer recommendations were also considered more trustworthy than average ads. According to the same report, millennials ranked reliability as the most wanted quality in a brand.

According to a survey conducted in the United States between July 2024 and June 2025, ***percent of Generation Z social media users liked to follow comedy content of influencers and content creators, whilst ***percent liked to follow music content. Moreover, ***percent of Gen Z in the United States liked to watch, listen to, or read food related influencer content.

According to a global survey conducted in 2023, roughly ********** of Millennials followed and purchased goods from the social media accounts of brands. Overall, about **** of Gen Z users followed and purchased from influencers, whilst just ** percent of Baby boomers did. Additionally, *** out of ten respondents belonging to the Gen X age group followed and purchased from the social media accounts of retailers. A booming market In recent years, social commerce has exploded in popularity among online shoppers. Consumers can now purchase items directly on social media platforms, going from discovery to purchase in a matter of minutes. Social commerce is estimated to reach over *** trillion U.S. dollars in revenue by 2028, up from *** billion in 2024. This new form of e-commerce is the most popular in Thailand, where around ** percent of online consumers use social sites as a purchase channel. In comparison, this share stood at ** percent in the United States. Chinese platforms dominate the social space Chinese social shopping sites are the most successful ones worldwide. For example, Douyin, a short-form video sharing app, ranked as the highest revenue-generating platform in 2024, raking in approximately *** billion U.S. dollars. WeChat, a messaging app, came in second with a revenue of *** billion dollars, followed by Little Red Book, a picture sharing app, with a revenue of ** billion dollars. TikTok, which is owned by the Chinese company ByteDance, came in sixth place, pulling in ** billion dollars in revenue. While TikTok's popularity extends globally, its on-app purchase store, TikTok Shop, primarily caters to the Asian market. Thus, it is clear that China is the global leader in social selling.

Stay ahead of the curve and tap into the immense influence of Gen Z by partnering with trendsetting content creators and influencers. Our platform reveals the rising stars of Gen Z, empowering you to engage with this dynamic and influential demographic.

In 2023, the highest level of trust in brand and product recommendations from social media influencers was evident among Gen Z and millennials, with ********* of respondents from each generational cohort expressing complete trust. Conversely, over ** percent of Baby Boomers exhibited no trust at all in influencer recommendations, nearly double the skepticism shown by Gen X respondents and more than **** times that of Gen Z.

Social Influence on Shopping

Social Survey Data from 300,000 Millennials and Gen Z Members

By Adam Halper [source]

About this dataset

This dataset offers a comprehensive look into the shopping habits of millennials and Gen Z members, including valuable insights about how their choices are influenced by social media. By exploring the responses given to survey questions related to this topic, we can gain an understanding of how these generations' interests, beliefs and desires shape their decisions when it comes to retail experiences. With 150 million survey responses from our 300,000+ millennial and Gen Z participants, we can uncover powerful insights that could help influencers, businesses and marketers more accurately target this demographic. Our data includes important information such as questions asked during the survey, segment types targeted by those questions and corresponding answers gathered with detailed counts/percentages - making this dataset incredibly useful for anyone wanting an in-depth understanding of what drives the purchasing behavior of today's youth

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How to use the dataset

The first step in using this dataset is to take a look at each column: Question, Segment Type, Segment Description, Answer, Count & Percentage. The Question column will provide background on what exactly each survey question was asking - allowing you to get an overall view of what kind of topics were being surveyed in relation to millennials' shopping habits & social media influence. You will then be able to follow up with analysis based on the respective Segment Types & Descriptions given (such as income levels), which leads us into analyzing answers from both Count & Percentage columns combined - providing absolute numbers vs relative ones for further analysis (such as percentages).

Afterwards you'll need an advanced data analysis program such as SPSS or R-Studio - depending on your technical ability - though all most basic spreadsheet programs should suffice, excluding Matlab supported ones due its excessive complexity for something simple like this.. After selecting your preferred program inputting our file with all 150 million survey responses may take some time based on your computers processing capabilities but once loaded you'll be ready for endless possibilities! Now it's time get running with pulling out key insights you require utilizing various different tools found within these platforms whether it be linear regression or guided ANOVA testing which ever technique fits best should help lead navigate through uncovering deeper meaning in your ultra specific question!

As a final precaution while diving through waters filled surprises also keep note any adjustments needed potentially due overfitting or multicollinearity otherwise could cause major issues skew end results unfit requiring start whole process anew! Good luck delving deep discovering millennial behavior related digital world!

Research Ideas

• Identifying which type of segment is most responsive to engaging shopping experiences, such as influencer marketing, social media discounts and campaigns, etc.
• Analyzing the answers given to survey questions in order to understand millennial and Gen Z's opinion about social influence on their shopping habits - what do they view positively or negatively?
• Using the survey responses to uncover any interesting trends or correlations between different segments - is there a particular demographic that values or uses certain types of social influence on their shopping habits more than others?

Acknowledgements

If you use this dataset in your research, please credit the original authors. Data Source

License

License: Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) - You are free to: - Share - copy and redistribute the material in any medium or format for any purpose, even commercially. - Adapt - remix, transform, and build upon the material for any purpose, even commercially. - You must: - Give appropriate credit - Provide a link to the license, and indicate if changes were made. - ShareAlike - You must distribute your contributions under the same license as the original.

Columns

File: WhatsgoodlyData-6.csv | Column name | Description ...

Social media's influence on Gen Z shopping habits has surged dramatically in recent years. A 2024 survey reveals that ** percent of Gen Z consumers discovered new products or brands through social media influencers, up from ** percent in 2023. This shift underscores the growing importance of digital platforms in shaping consumer behavior, particularly among younger demographics. Beauty and personal care e-commerce growth The rising impact of social media on Gen Z purchasing decisions aligns with broader trends in e-commerce, particularly in the beauty and personal care sector. Global revenue in this market is forecast to increase by ***** percent between 2024 and 2029, reaching a new peak of ****** billion U.S. dollars. This growth trajectory suggests that the digital landscape will continue to play a crucial role in consumer discovery and purchasing habits. Payment preferences among young consumers Traditional payment methods remain popular among Zoomers. A survey across North America, Europe, and Latin America found that debit and credit cards are still preferred by Gen Z for online shopping and travel bookings. However, younger consumers are showing a growing demand for diverse payment options, indicating potential shifts in the e-commerce landscape as digital wallets gain prominence, particularly in Asia-Pacific markets.

During a 2023 survey carried out among consumers aged 18 to 24 from the United Kingdom, ** percent of respondents stated they did not buy products promoted by influencers. A third said they occasionally bought such products and ** percent bought them regularly.

Influencer Marketing Market Outlook

According to our latest research, the global influencer marketing market size reached USD 24.3 billion in 2024, reflecting a robust surge in digital advertising and social media engagement. The market is experiencing a remarkable compound annual growth rate (CAGR) of 32.1% from 2025 to 2033. By 2033, the influencer marketing market is forecasted to attain a value of USD 247.8 billion. This exponential growth is driven by the increasing reliance of brands on digital platforms for consumer engagement, the proliferation of social media channels, and the evolving nature of consumer-brand interactions that prioritize authenticity and relatability.

One of the primary growth factors for the influencer marketing market is the paradigm shift in consumer behavior towards digital content consumption. Audiences, particularly Millennials and Gen Z, are spending more time on social media platforms, making them highly accessible to influencer-driven campaigns. Brands are leveraging influencers to foster genuine connections with their target demographics, resulting in higher engagement rates compared to traditional advertising. The proliferation of micro and nano influencers has further democratized the space, allowing brands of all sizes to tap into niche communities with tailored messaging. This shift is also supported by the increasing sophistication of influencer marketing platforms, which provide advanced tools for campaign management, analytics, and reporting, thereby maximizing return on investment for marketers.

Another significant driver is the rapid technological advancements in artificial intelligence and data analytics, which are revolutionizing the way influencer marketing campaigns are executed and measured. AI-powered platforms enable brands to identify the most suitable influencers based on audience demographics, engagement metrics, and content relevance. These technologies also facilitate real-time campaign optimization and compliance management, reducing the risk of fraud and enhancing transparency. Furthermore, the integration of influencer marketing with e-commerce platforms has streamlined the consumer journey from discovery to purchase, further amplifying the impact of influencer-led campaigns on sales conversions and brand loyalty.

The expansion of influencer marketing into diverse industry verticals is also fueling market growth. While retail and e-commerce remain dominant end-users, sectors such as health and wellness, travel and hospitality, and entertainment and media are increasingly adopting influencer strategies to reach wider audiences and drive brand awareness. The versatility of influencer marketing, which encompasses various content formats such as videos, blogs, and live streams across multiple channels, allows brands to craft personalized and immersive campaigns. This adaptability is crucial in a rapidly changing digital landscape, where consumer preferences and platform algorithms are constantly evolving. As influencer marketing continues to mature, regulatory frameworks and industry standards are also being established to ensure ethical practices and protect consumer interests.

In this rapidly evolving market, tools like the Influencer Pricing Calculator App are becoming indispensable for brands and marketers. This app allows businesses to accurately estimate the costs associated with influencer collaborations, taking into account factors such as follower count, engagement rates, and content type. By providing a transparent pricing model, the app helps brands budget effectively and negotiate fair compensation with influencers. This not only ensures that marketing budgets are used efficiently but also fosters trust and long-term partnerships between brands and influencers. As the influencer marketing landscape becomes more competitive, having access to precise pricing tools is crucial for brands looking to maximize their return on investment.

From a regional perspective, North America currently leads the influencer marketing market, accounting for the largest share in 2024, followed closely by Europe and Asia Pacific. The United States, in particular, boasts a highly developed digital infrastructure and a vibrant ecosystem of influencers, agencies, and technology providers. However, Asia Pacific is emerging as the

According to a November 2024 global study, millennial tourists relied the most on social media influencers for travel planning. While 31 percent of surveyed millennials said they relied on influencers to plan their last trip, just five percent of baby boomers said the same.

Individuals aged 18 to 24, so called Generation Z, made ** percent of all influencers worldwide in 2020. A year earlier, the share stood at ** percent.

Event Influencer Programs for Venues Market Outlook

According to our latest research, the global Event Influencer Programs for Venues market size reached USD 2.8 billion in 2024, with a robust year-on-year growth that highlights the sector's increasing significance in the event marketing landscape. The market is projected to expand at a CAGR of 13.4% from 2025 to 2033, reaching an estimated USD 9.2 billion by 2033. This remarkable growth trajectory is primarily driven by the rising adoption of digital marketing strategies among venues and the growing effectiveness of influencer-led campaigns in boosting event attendance and engagement.

The primary growth factor propelling the Event Influencer Programs for Venues market is the evolving consumer behavior towards event discovery and participation. As audiences increasingly turn to social media and digital platforms for inspiration and information, venues are leveraging influencer programs to tap into these networks and amplify their reach. Influencers, with their highly engaged communities, offer venues an authentic way to promote events, create buzz, and drive ticket sales. The integration of real-time engagement, personalized content, and interactive experiences through influencers has proven effective in attracting diverse demographics, particularly millennials and Gen Z, who value peer recommendations over traditional advertising. This shift in promotional strategies is fostering a dynamic ecosystem where venues and influencers collaborate closely to maximize event impact.

Another significant driver is the technological advancements in analytics and campaign management tools. The availability of sophisticated platforms enables venues to identify the right influencers, track campaign performance, and measure ROI with greater accuracy. These tools facilitate the seamless execution of multi-channel influencer programs, from brand ambassador initiatives to sponsored content and event partnerships. The ability to analyze audience engagement, sentiment, and conversion metrics in real time empowers venues to optimize their influencer strategies continuously. Furthermore, the growing trend of hybrid and virtual events post-pandemic has expanded the scope of influencer programs, allowing venues to reach global audiences and enhance brand visibility beyond geographical boundaries.

The increasing collaboration between venues, event organizers, and marketing agencies is also fueling market growth. As the competition for audience attention intensifies, stakeholders are investing in innovative influencer-driven campaigns to differentiate their offerings and create memorable event experiences. Marketing agencies, with their expertise in influencer identification and campaign execution, are playing a pivotal role in bridging the gap between venues and influencers. This collaborative approach not only streamlines the campaign process but also ensures alignment with brand values and event objectives. The rise of niche influencers and micro-influencers, who possess deep connections within specific communities, is further enriching the market by enabling highly targeted and authentic event promotions.

From a regional perspective, North America currently dominates the Event Influencer Programs for Venues market, accounting for the largest revenue share in 2024. The region's mature event industry, widespread adoption of digital marketing, and high influencer penetration contribute to its leadership position. However, Asia Pacific is emerging as the fastest-growing region, driven by rapid urbanization, increasing disposable incomes, and the proliferation of social media platforms. Europe also holds a significant market share, supported by its vibrant cultural and entertainment scene. Latin America and the Middle East & Africa are witnessing steady growth, fueled by rising investments in event infrastructure and growing interest in influencer marketing among venue operators.

Program Type Analysis

The Event Influencer Programs for Venues

Travel Influencer Market Outlook

According to our latest research, the global travel influencer market size stood at USD 2.4 billion in 2024, reflecting a robust momentum in the digital content and influencer marketing ecosystem. The market is expected to grow at a CAGR of 12.7% from 2025 to 2033, reaching a forecasted value of USD 7.1 billion by 2033. This impressive growth is primarily fueled by the increasing penetration of social media platforms, the rising importance of authentic content in consumer decision-making, and the expanding collaboration between travel brands and influencers. As per our latest research, the travel influencer market is witnessing a paradigm shift in how travel experiences are shared and consumed globally, with digital platforms playing a central role in shaping travel trends and consumer preferences.

One of the primary growth factors driving the travel influencer market is the widespread adoption of social media platforms such as Instagram, YouTube, and TikTok. These platforms have become essential tools for travel influencers, enabling them to reach vast audiences with visually compelling and engaging content. The visual nature of travel content, combined with real-time sharing capabilities, has significantly enhanced the appeal of destinations and experiences, leading to increased engagement rates and a higher return on investment for brands partnering with influencers. Additionally, the integration of advanced analytics and social listening tools allows brands to measure campaign effectiveness more accurately, further incentivizing investments in influencer marketing within the travel sector.

Another significant driver for the travel influencer market is the shifting consumer preference towards personalized and authentic travel experiences. Modern travelers, particularly Millennials and Gen Z, rely heavily on influencer recommendations when planning trips, seeking out genuine reviews and firsthand accounts over traditional advertisements. Influencers, by sharing their unique perspectives and honest experiences, bridge the gap between brands and potential travelers, fostering trust and credibility. This trend has prompted travel agencies, hospitality groups, tourism boards, and airlines to increasingly collaborate with influencers to create bespoke campaigns that resonate with target audiences and drive bookings.

Technological advancements and the proliferation of mobile devices have also played a crucial role in propelling the travel influencer market forward. The ease of capturing high-quality photos and videos, coupled with seamless sharing across multiple platforms, has democratized content creation and enabled a broader range of influencers to enter the market. Moreover, the rise of mixed media content and interactive storytelling formats has enhanced audience engagement, encouraging travel brands to diversify their influencer partnerships. These technological enablers are complemented by evolving monetization models, such as affiliate marketing and brand collaborations, which have expanded revenue opportunities for influencers and contributed to the overall market growth.

From a regional perspective, the Asia Pacific region is emerging as a key growth engine for the travel influencer market, driven by a burgeoning middle class, increased internet penetration, and a vibrant digital ecosystem. North America and Europe continue to maintain strong market shares due to their mature influencer marketing landscapes and high travel spending. Meanwhile, Latin America and the Middle East & Africa are witnessing steady growth, supported by rising tourism activities and a growing appetite for digital content. Each region presents unique opportunities and challenges, with local consumer preferences, regulatory frameworks, and platform popularity influencing market dynamics. Overall, the global travel influencer market is poised for sustained expansion, with regional nuances shaping the competitive landscape and growth trajectory.

In recent years, Influencer Trailer Reaction Platforms have emerged as a novel way for influencers to engage with their audiences by sharing their genuine reactions to travel trailers and promotional content. These platforms allow influencers to showcase their authentic responses to new travel destinations, accommodations

Sports Influencer Marketing Market Outlook

According to our latest research, the global sports influencer marketing market size was valued at USD 1.92 billion in 2024, reflecting robust expansion driven by digital engagement and brand partnerships. The market is projected to grow at a CAGR of 18.5% from 2025 to 2033, reaching a projected value of USD 10.11 billion by 2033. This remarkable growth trajectory is primarily fueled by the increasing adoption of social media platforms, evolving consumer behavior, and the rising impact of influencer-driven campaigns across the sports industry worldwide.

The growth of the sports influencer marketing market is underpinned by the proliferation of digital platforms and the growing importance of authentic brand storytelling. As consumers, particularly Millennials and Gen Z, increasingly rely on social media for inspiration and purchasing decisions, brands are leveraging sports influencers to connect with audiences in more meaningful ways. The rise of micro and nano influencers, who often have highly engaged and niche followings, has further democratized the space, allowing even smaller brands to access targeted segments. This shift towards personalized marketing, coupled with the declining effectiveness of traditional advertising, has made influencer marketing an essential strategy for sports-related brands seeking to enhance visibility and drive engagement.

Another key factor contributing to market expansion is the diversification of influencer types and campaign formats. While elite athletes and well-known coaches have traditionally dominated sports endorsements, there is a growing emphasis on sports enthusiasts, fitness experts, and even amateur athletes who command loyal followings. This broadening of the influencer ecosystem enables brands to tailor their messaging and reach diverse consumer groups. Moreover, the emergence of innovative campaign types, such as interactive content collaborations and real-time event promotions, has unlocked new avenues for engagement. As brands experiment with augmented reality, live streaming, and other immersive technologies, the scope and impact of influencer marketing in the sports sector are expected to expand further.

Technological advancements and data-driven strategies are also shaping the future of the sports influencer marketing market. Brands are increasingly deploying sophisticated analytics tools to measure campaign effectiveness, track ROI, and optimize influencer partnerships. The integration of artificial intelligence and machine learning in influencer selection and campaign management has enhanced precision and efficiency, reducing the risks of influencer fraud and ensuring brand safety. Furthermore, regulatory developments and evolving industry standards are fostering greater transparency and accountability, which is crucial for sustaining long-term growth and building trust among consumers and stakeholders.

From a regional perspective, North America currently dominates the sports influencer marketing market, accounting for the largest revenue share in 2024, followed closely by Europe and the Asia Pacific. The United States, in particular, benefits from a mature sports culture, high social media penetration, and significant brand investments in influencer-led campaigns. Europe is witnessing rapid adoption, driven by major sporting events and the popularity of football, tennis, and cycling influencers. Meanwhile, the Asia Pacific region is emerging as a key growth engine, supported by rising internet adoption, a burgeoning middle class, and increasing interest in fitness and wellness. Latin America and the Middle East & Africa are also expected to exhibit strong growth, albeit from a smaller base, as brands tap into local talent and expanding digital ecosystems.

Influencer Type Analysis

The influencer type segment within the sports influencer marketing market is highly dynamic, reflecting the evolving landscape of digital influence and audience preferences. Athletes remain the most prominent category, leveraging their massive fan bases and on-field achievements to drive brand campaigns. Their endorsements carry significant weight, particularly for global sports brands seeking to enhance credibility and reach. However, the market is witnessing a shift towards more diverse influencer profiles, with coaches and s

In 2023, Gen Z internet users and millennials exhibited notably favorable views toward influencers promoting products and brands on social media. Roughly **** of respondents within these cohorts found influencer recommendations more engaging than conventional advertising. Moreover, ** percent of participants in both age brackets indicated a propensity to purchase products endorsed by influencers, while ** percent reported following influencers who regularly promoted products and brands.