Study reveals gender split in social media buying habits

Influencer marketing software provider GRIN has revealed the results of a survey on the divergence of social media buying behaviour for male and female consumers.

The data collected was on consumer preferences on social media platforms such as Instagram, Facebook, and TikTok, and revealed differences in the ways the two groups interact and engage with those they follow. Conducted by Pollfish on behalf of GRIN, the survey included responses from 1,000 US social media users over the age of 15.

Diverging Consumer Buying Habits

Among the survey’s findings was that men are willing to spend more when making purchases through social media if they trusted an influencer. While 70% of males said they would spend more than £50 on a promoted product sight-unseen, only half of females said the same.

“The creator economy has grown exponentially over the past year and we’re seeing its development and popularity impact certain groups in different ways,” said Brandon Brown, CEO and Co-Founder of GRIN. “No matter the audience or subset, it’s clear that social media, and specifically influencer marketing, will play a major role in DTC brands’ ability to not only market, but also increase reach, loyalty, and secure repeat buys effectively.”

25% of men, meanwhile, said they were bothered by influencers not revealing they are being paid for the product or service they are promoting, with only 18% of women saying the same.

Other findings from the survey included:

That over a quarter of men would buy anything a favoured influencer recommended, versus 10% of women
That more than half of women prefer to follow influencers seen as “real people”
That men are more trusting of celebrity influencers, with half saying they would purchase a recommended product without reading reviews, versus 32% of women

“While user behaviour and attitudes may differ based upon any number of qualifiers such as gender, background, or job role, the function an influencer plays in elevating a brand’s visibility is universal,” said Brown. “There’s no question the brand and influencer relationship is central to heightening credibility and authenticity across social media platforms. This type of synergy will remain critical to successfully reaching the current and next generation of digital consumers.”

Source: CX Today