TikTok and influencers heavily influence Gen Z's shopping choices: Report

A recent report highlights the substantial impact of TikTok and social media influencers on Gen Z's shopping habits. The study reveals that these platforms play a crucial role in shaping the purchasing decisions of this generation, underscoring the growing importance of digital influence in modern consumer behavior. With engaging content and trendsetting personalities, TikTok and influencers significantly drive Gen Z's preferences and buying choices.

KEY POINTS

• A new KPMG study found that Gen Z in the Asia-Pacific region relies on idols and influencers for their purchasing decisions.
• “While previous generations went to department stores or shopping malls for essentials or to discover new styles, Gen Z seeks trends online, emulating idols and influencers and aspiring to wear similar clothing,” the report stated.
• This trend is facilitated by the growth of social commerce platforms like TikTok and Instagram, where influencer recommendations are highly influential.

Young Asian woman unboxing new purchase clothings from cardboard box that received from her online shopping retail

Boston Brand Media brings you the interesting news - Generation Z in Asia-Pacific is taking fashion cues from idols and influencers, heavily driven by TikTok, according to a new KPMG report.

“While past generations visited department stores or shopping malls for essentials or to discover new styles, Gen Z seeks trends online, following idols and influencers and aspiring to wear similar clothing,” the report stated.

The report surveyed 7,000 consumers across 14 markets including China, Singapore, Indonesia, Vietnam, and the Philippines. Nearly half of the respondents in each market were in the Gen Z age group, defined as 18 to 24 years old in the survey.

Gen Z ranked social commerce (63%) and livestreaming commerce (57%) as important to their shopping experience, the survey revealed. Social commerce was the most popular form of retail tech among Gen Z, especially in China, Vietnam, Indonesia, and the Philippines.

Gen Z is known as the first generation to grow up with the internet and digital devices as a part of daily life. “The fusion of social media and e-commerce represents the frontier of engaging Gen Z in a way that resonates with their ethos,” said Irwan Djaja, partner and head of advisory at KPMG Indonesia.

As a result, brands are reassessing their supply chain strategies and emphasizing social commerce platforms to cater to Gen Z. They are particularly focused on TikTok and Instagram, where influencer recommendations play a very significant role. Boston Brand Media also found that, “TikTok is a juggernaut. It is still growing and has an unbelievable number of viewers and influence,” said Eric Pong, co-founder of AfterShip, an e-commerce experience software-as-a-service company. Pong was one of the company executives interviewed in the report.

“TikTok business – strong in Asia – gets businesses to advertise on TikTok, using influencers and key opinion leaders and serving ads to direct viewers back to websites,” KPMG analysts said.

For questions or comments write to writers@bostonbrandmedia.com

Source: CNBC‍