Influencer marketing proved to be effective among Gen Z shoppers in Italy. A 2023 survey showed that 58 percent of consumers aged 18 to 27 years old had purchase a product recommended by an influencer. About one in five surveyed shoppers watched TikTok videos before making a purchase online.
Share of Gen Z shoppers using social media before purchasing online in Italy in 2023
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PayPlug. (December 30, 2023). Share of Gen Z shoppers using social media before purchasing online in Italy in 2023 [Graph]. In Statista. Retrieved May 10, 2025, from https://www.statista.com/statistics/1499639/gen-z-social-commerce-habits-italy/
PayPlug. "Share of Gen Z shoppers using social media before purchasing online in Italy in 2023." Chart. December 30, 2023. Statista. Accessed May 10, 2025. https://www.statista.com/statistics/1499639/gen-z-social-commerce-habits-italy/
PayPlug. (2023). Share of Gen Z shoppers using social media before purchasing online in Italy in 2023. Statista. Statista Inc.. Accessed: May 10, 2025. https://www.statista.com/statistics/1499639/gen-z-social-commerce-habits-italy/
PayPlug. "Share of Gen Z Shoppers Using Social Media before Purchasing Online in Italy in 2023." Statista, Statista Inc., 30 Dec 2023, https://www.statista.com/statistics/1499639/gen-z-social-commerce-habits-italy/
PayPlug, Share of Gen Z shoppers using social media before purchasing online in Italy in 2023 Statista, https://www.statista.com/statistics/1499639/gen-z-social-commerce-habits-italy/ (last visited May 10, 2025)
Share of Gen Z shoppers using social media before purchasing online in Italy in 2023 [Graph], PayPlug, December 30, 2023. [Online]. Available: https://www.statista.com/statistics/1499639/gen-z-social-commerce-habits-italy/