This Chart Shows How Instagram’s Influence Over Young Consumers Is Skyrocketing

Just how much is Instagram influencing young consumers’ purchases compared to good old TV? This single chart shows just one year has dramatically shifted the landscape…

We’ve said before that social media shopping would change retail. For Millennials and Gen Z, there’s a rising expectation that the whole world is their showroom, and wherever they go—from Instagram to hotels—the items they see are an “add to cart” click away. Young consumers are making 360 shoppability the next era of retail, and our research on the trend found that 72% of 13-35-year-olds are open to buying products on social media.

There is no question that these platforms are also influencing their purchasing decisions. According to our social media behavior survey, 53% of 13-36-year-olds, and 60% of 13-17-year-olds, browse through social media to find things they want to buy. Ands they’re not just wishing they could buy the things they see in influencers’ feeds, they’re seeing ads that directly appeal to their interests and tastes. It’s no wonder that when we looked at the best and worst places to put ads, according to young consumers themselves, we found that social media is by far the top type of platform to use to reach Millennials and Gen Z. Over half of 13-36-year-olds listed a social media platform as the place they last saw an ad that made them want to purchase something, a huge jump over the second most-popular platform TV. This signals a shift from 2018, when TV was still the top-ranking space influencing purchases among Millennials. And one platform in particular has made a giant leap in purchasing influence in the last year: Instagram.

The platform has made advertising and in-app shopping a major priority. They continue to find new places to place ads and purchase links, adding shoppable tags to Stories…

 
 

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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