Over half of Australians aged 18 to 29 are more likely to try a new product based on an influencer’s post, according to a new report by IZEA in collaboration with influencer and content specialist agency Hoozu.

The 2024 Australian Trust in Influencer Marketing report surveyed over 1000 Australian social media users, revealing a significant shift in the way younger consumers are influenced in their purchasing decisions. Fewer than 25% of respondents aged 18 to 29 say their shopping decisions are influenced by TV ads, compared to 61% of people aged 60 and above. Social channels impacted just 17% of over 60s, compared to 52% of 18-29 year-olds.

The report also found 64% of all respondents have purchased a product through a social media platform’s shopping feature, or are open to doing so. This openness to social media shopping is particularly pronounced among younger consumers, with 52% of respondents aged 18 to 29 more likely to try a new product based on an influencer post.

Traditional media channels seem to have less sway with this younger demographic. Less than 7% of respondents aged 18 to 29 are influenced by radio and magazine ads to try new products. Banner ads are the least effective among online advertising methods, with only 3-6% of respondents in all age groups being influenced by them.

The report also highlighted the trust consumers place in influencers, with 46% of respondents having purchased a product after seeing it used by an influencer. Furthermore, 41% of respondents are more likely to trust a sponsored post from an influencer than from an A-list celebrity.

“The way Australians get their inspiration has changed drastically in the past decade, and this report underscores the critical role influencers now play in shaping consumer preferences,” Managing Director of Hoozu, Natalie Giddings, said. “The number of people open to making a living as an influencer and open to buying things from social media sites suggests a far more open and trusting attitude towards this form of entertainment and promotion than many may have expected among the general population. All indications point to a continued rise in influencer influence in consumers’ lives, so brands of all types need to be more focused on harnessing this powerful promotional channel to drive affinity and sales.”