Trust dynamic not the only shift for younger
generations
TEMPE,
Ariz., Oct. 17, 2024 /PRNewswire/ -- 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 (41%) trust a product or
service posted by an influencer over an ad from a business, whereas
nearly 5 in 10 Millennials (46%) trust an ad from a business
more.
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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SOURCE GoDaddy Inc.