IZEA Report Finds 85% of China Consumers Have Purchased Products After Seeing Influencers Use Them

ORLANDO, Fla. (August 22, 2024)- IZEA Worldwide, Inc.(NASDAQ: IZEA), the premier provider of technology, data, and services for the Creator Economy, released the 2024 China edition of its research report, "Trust in Influencer Marketing," today. The report is based on Chinese consumer sentiment and examines the effectiveness of influencer marketing in terms of consumer trust and engagement.

The survey found that social shopping is far more accepted in China than in the United States. 92% of all respondents aged 18 to 60+ have made purchases through a social media platform's shopping feature, and 18-to-29-year-olds in China are five times more likely to have purchased a product directly through a social media platform's shopping feature multiple times compared to those in the United States.

"Our research from the China edition of the 'Trust in Influencer Marketing' report highlights the strength and efficacy of influencer marketing in China," stated Ted Murphy, CEO and founder of IZEA. "A remarkable 85% of Chinese consumers have been influenced to make purchases by influencer content, demonstrating the trust and interaction these influencers generate. The inclination toward influencer content as opposed to traditional ads is also noticeably higher in China, with 80% of consumers expressing this preference. The growing popularity of social shopping and AI influencers among Chinese consumers is especially significant. These insights depict a changing consumer behavior and underscore the significance of utilizing influencer marketing in the current digital era."

Key Insights for Influencers and Consumers

• 49% of respondents are more likely to trust an influencer's sponsored post over one from an A-list celebrity.
• 85% of all respondents have purchased products after seeing them being used by influencers.
• 92% of all respondents have purchased a product through a social media platform's shopping feature.