There was the 50-year-old housewife whom the television networks tried to seduce in the 2000s with their commercials. We will now have to reckon with Generation Z, born between 1997 and 2010, who do not really have the same habits. An age group that is of great interest to advertisers and politicians since it brings together both today’s young consumers and those of tomorrow. “She grew up in an environment where digital uses were already well established,” notes Fevad, the Federation of e-commerce and distance selling which brings together more than 800 companies in the sector. “Generation Z did not know life before the Internet and e-commerce,” adds the Federation.
The Odoxa Institute has therefore looked into the digital habits and customs of these new kinds of consumers through a panel of 1,440 cybershoppers, including 600 young people aged 12 to 25, 50% of whom make their purchases online. . A major lesson emerges from the study: “An influencer now makes people want to buy more than advertising, even if the latter is well done,” notes Céline Bracq, CEO of Odoxa.
63% of 15-17 year olds more sensitive to online advice
This trend applies to the entire population in general: 51% of cybershoppers confide that an influencer who speaks sincerely about a brand or the door makes them want more than a classic advertisement (46%). “It’s a changeover,” says Céline Bracq, indicating that in 2019, the proportion reached only 41%.
What about Generation Z? Trust in influencers is even more pronounced. “They are 58% – and even 63% among 15-17 year olds – to say they are more sensitive” to online advice. In the top 3 of those who are the most purchasing prescribers, we find Squeezie (34%), McFly and Carlito (25%) and Michou (23%). Among the girls, Lena Situations takes the lead ahead of Squeezie and L’Atelier de Roxane.
This information on the weight of influencers will not fail to hold the attention of the public authorities and in particular of the Ministry of the Economy, which has launched a vast online survey. Bercy wishes to bring order and avoid in the future the excesses in a nascent profession but which, as we can see, is of enormous importance for the young generation. 150,000 influencers are listed in France. Seven of the best-known agencies have recently organized themselves into a federation to “pull their sector upwards”.