New GRIN survey unveils how social media has redefined the buying journey
GRIN, the world’s leading creator management platform, today announced findings from its 2025 Modern Consumer Survey, highlighting how the buying journey has evolved over the years and the critical role creator content plays in brands reaching their target audiences.
Taking insights from 1,002 U.S. consumers, ages 18 to 65+, the survey found that online purchases have become second nature to modern consumers, especially through social media. In fact, more than two-thirds of all consumers make a purchase through social media at least once a month, and 22% have bought more than 10 items in the past year alone.
The modern buying journey is dictated by social media — and it’s never been shorter
From discovery to purchase, social media has permeated shoppers’ buying journey, especially for younger consumers like Gen Z. When discovering new products, Google no longer reigns supreme for younger consumers. Instead, Gen Z prefers browsing Instagram and TikTok to find new products, and uses Google as a third option.
When researching a product, consumers turn to influencers to see it in action, with two-thirds purchasing it because an influencer recommended it. Over half of respondents find influencer recommendations nearly as trustworthy as recommendations from family and friends, demonstrating influencers’ increasing influence over purchase decisions, particularly among younger consumers.
Product reviews are especially important to consumers’ research process, with 43% citing it as their top buying influence. Consumers are twice as likely to trust a review from a creator who purchased the product themselves versus those doing a paid partnership. This stresses the importance of brands partnering with creators who genuinely love their products and building long-term relationships.
When it’s time to buy, more than half of consumers (61%) prefer to purchase directly within social media apps, with Gen Z leading the charge at 72%. Respondents are more enticed to click “buy” when creators offer exclusive discounts and affiliate codes, with 57% of consumers using them to score deals. In fact, nearly half of shoppers (42%) are more likely to complete a purchase when a creator offers a promo code.
“Creator content isn’t a ‘nice-to-have’ anymore; it’s a ‘must-have’ for brands looking to get and stay in front of their target buying audiences,” said Ryan Debenham, president of GRIN. “The power of creator content has NEVER been more important for brands given the crucial role it plays in the buyer journey for the modern consumer, from raising awareness to supporting consideration to driving purchase and beyond.”
To learn more about how social media and content creators are shaping consumer purchase decisions, please download GRIN’s The Power of Influence eBook.
Methodology
The Propeller Insights survey commissioned by GRIN surveyed 1,002 U.S. citizens, ages 18 and over, across the U.S. in December 2024. Survey responses were representative of the U.S. population for age, gender, region and ethnicity. The maximum margin of sampling error was +/- 3 percentage points with a 95% level of confidence.
About GRIN
GRIN is the pioneer behind the world’s leading Creator Management platform built to support every brand’s journey to connecting with consumers through authentic creator relationships. Thousands of the world’s fastest-growing brands—including SKIMS, Warby Parker, Allbirds, Mejuri, and MVMT—use GRIN to make creators feel like trusted, empowered partners, working with them to build their brands into household names.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250130483813/en/
Contacts
Media Contact:
Jessica Shein
PRforGRIN@bospar.com
