IZEA Worldwide, Inc., a leading provider of technology, data, and services for the Creator Economy, has released the United Kingdom edition of its research report, “Influencers & Amazon 2024.” This report unveils significant insights into how influencer marketing impacts purchasing behavior on Amazon among U.K. consumers.
According to the survey, 62% of people in the U.K. have bought a product after seeing it used by an influencer. Those who make purchases based on influencer recommendations are over six times more likely to shop on Amazon than on other online platforms. This statistic underscores the effectiveness of a well-crafted influencer marketing strategy in driving sales.
Ted Murphy, CEO and founder of IZEA, highlighted Amazon’s dominance in the U.K. market, stating, “The fact that 91% of influencer-driven purchases occur on Amazon underscores the platform’s dominance in the online shopping space in the United Kingdom.” Murphy also noted that influencer posts are perceived as four times more effective than paid social ads by social media users, demonstrating the power of influencer marketing in e-commerce.
Key findings from the report include:
- 73% of social media users are Amazon Prime members.
- 91% of those who make influencer-inspired purchases have done so on Amazon.
- Over 45% of people aged 30-44 shop on Amazon at least once a week.
- 66% of 18-29-year-olds say video content influences their Amazon purchasing decisions the most.
Additional insights reveal that 62% of all respondents have bought products promoted by influencers, and 56% of U.K. social media users have made influencer-inspired purchases on Amazon. Among those who make such purchases, 91% have done so on Amazon, making them 6.5 times more likely to shop there compared to other online platforms.
For influencers as consumers, the survey found that they are 1.9 times more likely to purchase products on Amazon more than once a week compared to other social media users. Additionally, 92% of influencers claim to be the primary shopper in their household, and 84% are Amazon Prime members.
The impact of influencers on each other is also significant, with 86% likely to search on social media before making a purchase, and 92% having bought a product after seeing it used by another influencer. Furthermore, 95% of influencers have recommended an Amazon-purchased product to someone else, and 89% have left a positive product review on Amazon.
These influencer marketing statistics underscore the immense potential of influencer brand deals in driving consumer behavior and sales on Amazon. Brands looking to leverage influencer marketing strategies can draw valuable lessons from these findings to enhance their reach and effectiveness.
The study, conducted in June 2024, is based on responses from 1,030 U.K. social media users over the age of 18. The full report can be downloaded for free on the IZEA website.
