Over half of children under 16 say their purchases are heavily influenced by their favourite YouTube or Instagram star.
According to a new survey conducted by Wunderman Thompson Commerce, 55 per cent of six to 16-year-olds said they would want to buy a product if they see their favourite influencer using or wearing it.
The report laid bare the staggering influence social media has on shoppers of the future, with 57 per cent of respondents stating they want to buy products they’ve seen advertised on Instagram.
Online videos were found to be the most influential content (24 per cent) for shaping young shoppers’ buying decisions, while social media posts (19 per cent) and TV adverts (19 per cent) followed closely behind.
Among generation Alpha Amazon was among the most recognised and liked brands, with a whopping 90 per cent of 13 to 16-year-olds stating they were familiar with the retailer, alongside a 74 per cent of six to nine-year-olds.
This translated into real-world purchases, with 26 per cent stating they of those surveyed stating they buy most of their purchases from Amazon, second only to supermarkets.
“The increasing power of influencers is well-recognised and continues to pick up pace,” Wunderman Thompson Commerce’s Neil Stewart said.
“While some brands and retailers are already making the most of the strong connection between influencers and consumers, it will be crucial for businesses to watch the evolution of the influencer trend. If younger consumers’ wishes are granted and influencers become retailers themselves, this will only mean more competition for existing brands and retailers.”