End of Word-of-Mouth Advertising? GoDaddy Data Shows Gen Z Trusts Influencers More Than Friends
GoDaddy's recent survey of 1,000 U.S. consumers reveals a significant shift in consumer trust patterns, particularly among younger generations. Gen Z shows stronger trust in influencer recommendations (41%) over business ads, while Millennials prefer business advertisements (46%). The study indicates that 57% of Gen Z is likely to purchase from influencer posts, while the same percentage of Millennials favors business posts. Both generations demonstrate high engagement with social media for product discovery, with 55% of Gen Z and 47% of Millennials regularly using these platforms to find new products. Social media ads trigger weekly actions from over half of both generational groups.
Un recente sondaggio di GoDaddy su 1.000 consumatori statunitensi rivela un cambiamento significativo nei modelli di fiducia dei consumatori, in particolare tra le generazioni più giovani. La Gen Z mostra una maggiore fiducia nelle raccomandazioni degli influencer (41%) rispetto alla pubblicità aziendale, mentre i Millennial preferiscono gli annunci delle aziende (46%). Lo studio indica che il 57% della Gen Z è probabile che acquisti in base ai post degli influencer, mentre la stessa percentuale di Millennial favorisce i post aziendali. Entrambe le generazioni mostrano un alto coinvolgimento con i social media per la scoperta di prodotti, con il 55% della Gen Z e il 47% dei Millennial che utilizzano regolarmente queste piattaforme per trovare nuovi prodotti. Le pubblicità sui social media innescano azioni settimanali da oltre la metà di entrambi i gruppi generazionali.
Una encuesta reciente de GoDaddy entre 1.000 consumidores de EE.UU. revela un cambio significativo en los patrones de confianza de los consumidores, particularmente entre las generaciones más jóvenes. La Generación Z muestra una mayor confianza en las recomendaciones de influencers (41%) en comparación con los anuncios de empresas, mientras que los Millennials prefieren los anuncios empresariales (46%). El estudio indica que el 57% de la Generación Z es probable que compre basándose en publicaciones de influencers, mientras que el mismo porcentaje de Millennials favorece las publicaciones empresariales. Ambas generaciones demuestran un alto compromiso con las redes sociales para el descubrimiento de productos, con un 55% de la Generación Z y un 47% de los Millennials que utilizan regularmente estas plataformas para encontrar nuevos productos. Los anuncios en redes sociales provocan acciones semanales de más de la mitad de ambos grupos generacionales.
고대디의 최근 설문조사에 따르면, 1,000명의 미국 소비자를 대상으로 한 결과, 특히 젊은 세대 사이에서 소비자 신뢰 패턴의 중요한 변화가 드러났습니다. Z 세대는 비즈니스 광고보다 인플루언서 추천에 더 강한 신뢰를 보이며(41%), 밀레니얼 세대는 비즈니스 광고를 선호합니다(46%). 연구에 따르면 Z 세대의 57%가 인플루언서 게시물에서 구매할 가능성이 있는 반면, 밀레니얼 세대도 같은 비율로 비즈니스 게시물을 선호합니다. 두 세대 모두 제품 발견을 위해 소셜 미디어에 높은 참여를 보여주며, Z 세대의 55%와 밀레니얼 세대의 47%가 정기적으로 이러한 플랫폼을 사용하여 신제품을 찾고 있습니다. 소셜 미디어 광고는 두 세대 모두의 절반 이상에서 주간 행동을 유도합니다.
Une récente enquête de GoDaddy auprès de 1.000 consommateurs américains révèle un changement significatif dans les schémas de confiance des consommateurs, notamment parmi les générations plus jeunes. La Génération Z montre une plus grande confiance dans les recommandations des influenceurs (41%) plutôt que dans les publicités d'entreprise, tandis que les Millennials préfèrent les annonces d'entreprise (46%). L'étude indique que 57% de la Génération Z est susceptible d'acheter à partir des publications des influenceurs, tandis que le même pourcentage de Millennials favorise les publications d'entreprise. Les deux générations montrent un fort engagement sur les réseaux sociaux pour la découverte de produits, avec 55% de la Génération Z et 47% des Millennials utilisant régulièrement ces plateformes pour trouver de nouveaux produits. Les annonces sur les réseaux sociaux déclenchent des actions hebdomadaires de plus de la moitié des deux groupes générationnels.
Eine aktuelle Umfrage von GoDaddy unter 1.000 US-Verbrauchern zeigt einen bedeutenden Wandel im Vertrauensverhalten der Verbraucher, insbesondere unter den jüngeren Generationen. Die Gen Z zeigt ein stärkeres Vertrauen in die Empfehlungen von Influencern (41%) im Vergleich zu Unternehmensanzeigen, während Millennials Unternehmensanzeigen bevorzugen (46%). Die Studie zeigt, dass 57% der Gen Z wahrscheinlich aufgrund von Influencer-Posts kaufen, während derselbe Prozentsatz der Millennials Unternehmensbeiträge bevorzugt. Beide Generationen zeigen ein hohes Engagement in sozialen Medien zur Produktentdeckung, wobei 55% der Gen Z und 47% der Millennials regelmäßig diese Plattformen nutzen, um neue Produkte zu finden. Werbeanzeigen in sozialen Medien lösen wöchentliche Aktionen von über der Hälfte beider Generationen aus.
- High engagement rates with 55% of Gen Z and 47% of Millennials regularly using social media for product discovery
- Strong conversion potential with over 50% of both generations taking action from social media ads weekly
- Clear market segmentation data enabling targeted marketing strategies
- Declining effectiveness of traditional word-of-mouth marketing
- Different trust patterns between generations requiring split marketing approaches
Insights
This research reveals significant shifts in consumer behavior that could reshape GoDaddy's business strategy and market position. The data highlights a crucial transition in marketing effectiveness, particularly among younger demographics, with
The high engagement rates - with
Trust dynamic not the only shift for younger generations
Originally published on GoDaddy
TEMPE, AZ / ACCESSWIRE / November 4, 2024 / For years, word-of-mouth has played a critical role in the marketing success of small businesses. New data from GoDaddy suggests that recommendations from friends, family and co-workers are being replaced by influencers in terms of importance to younger consumers.
The GoDaddy survey of 1,000 U.S. consumers in September shows that while both Gen Z and Millennial customers are starting to behave differently than traditional shoppers, that doesn't mean they are trending in the same direction.
Approximately 4 in 10 Gen Z consumers (
Among both generations, when asked the likelihood of buying an item from a post on social media, posts from friends ranked low on the list.
Gen Z is more likely to buy something an influencer recommends, with friends coming in last.
An influencer's post (
57% )A post from a business I follow (
54% )An ad in my feed (
49% )A friend's post (
40% )
Millennials are more influenced by the businesses they choose to follow, with influencers and friends holding the least weight.
A post from a business I follow (
57% )An ad in my feed (
51% )A friend's post (
48% )An influencer's post (
44% )
"Knowing that Gen Z consumers trust social media ads more than recommendations from friends is a game-changer if this is your target audience," said Alycia Leno, director of marketing at GoDaddy. "Insights into how each generation shops, especially on social media, will empower small businesses to rethink their strategies and using the right tools will maximize their businesses social media marketing."
Even though Gen Z and Millennial shoppers may differ in who they trust while scrolling through feeds, they still see the value social media and social ads offer.
Most Gen Z (
55% ) and Millennial (47% ) consumers regularly rely on social media to discover new products every, or nearly every time.More than half of Gen Z (
53% ) and Millennial (57% ) customers are served an ad that results in them taking action at least every week.Nearly 3 in 10 Gen Z (
28% ) and Millennial (32% ) consumers find social media ads helpful to learn about new products and/or businesses.
These findings show that small business owners need a good grasp of their audience, or they risk wasting time and spending money unnecessarily. By understanding how each generation prefers to shop on social media, entrepreneurs can target customers more directly and see better results faster.
Entrepreneurs can lean on online tools to maximize every social media post and ad. Digital Marketing from GoDaddy leverages the intuitive features of GoDaddy Airo™ and GoDaddy Studio to create custom AI-generated content, schedule social media posts, create digital ads, access helpful analytics and more. These cost-effective tools are readily available to small businesses of any size, with any budget, to help attract new customers and increase sales.
To learn more about GoDaddy and its products, visit www.GoDaddy.com.
About GoDaddy
GoDaddy (NYSE: GDDY) helps millions of entrepreneurs globally start, grow, and scale their businesses. People come to GoDaddy to name their idea, build a professional website, attract customers, sell their products and services, and accept payments online and in-person. GoDaddy's easy-to-use tools help microbusiness owners manage everything in one place and its expert guides are available to provide assistance 24/7. To learn more about the company, visit www.GoDaddy.com.
Source: GoDaddy Inc.
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Contact Info:
Spokesperson: GoDaddy
Website: https://www.3blmedia.com/profiles/godaddy
Email: info@3blmedia.com
SOURCE: GoDaddy
View the original press release on accesswire.com
FAQ
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