WorldInfluencer effect in online shopping

Influencer effect in online shopping


While social media content is becoming more and more effective in consumers’ shopping preferences every day, it has been determined that 1 out of every 5 people shop from links directed by influencers or famous people who make money by promoting products on Instagram.

According to the AA reporter’s compilation from the “Online Shopping Habits Survey” of the GfK research company, 97 percent of the respondents stated that they use the internet and 7 out of 10 people shop online.

While 74 percent of women shopped online, this rate dropped to 67 percent for men.

Looking at the geographical regions, the Aegean Region, which has the highest rate with 91 percent, was followed by Marmara with 78 percent and Central Anatolia with 77 percent. The region with the lowest rate of online shoppers was the Mediterranean with 49%.

In Turkey, the age group of 15-44 made more online shopping compared to the group over the age of 45.

4 out of 10 people shopping online preferred e-commerce sites. It turned out that while 45 percent of men use this channel, this rate drops to 38 percent in women.

While social media content is becoming more effective in the shopping preferences of consumers day by day, shopping via Instagram in online shopping has reached 58 percent in total.

Direct contact with boutiques on Instagram was at the top of Instagram-based shopping channels, with 28 percent. While this rate was 38 percent for women and 18 percent for men, the rate of those who stated that they shopped through brands’ Instagram ads or shares was determined as 26 percent.

1 out of every 4 people who shop online stated that they bought products through Instagram ads or shares of e-commerce sites, and 1 out of every 5 people bought products from links directed by influencers or famous people on Instagram.

Looking at shopping channels other than Instagram, half of online shoppers use brands’ websites, while this rate reached 67 percent in the Mediterranean region.

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