Forget influencers – Snapchat finds Aussie Gen Z shoppers trust friends more – Mediaweek

New Snapchat research reveals young Australians are turning to friends — not influencers or algorithms — for shopping inspiration this peak retail season. With the year’s biggest retail events approaching, Snapchat has released new research showing that friends — not influencers or algorithms — are the most powerful shopping influence for Australian Gen Z consumers. The study, conducted by Crowd DNA, surveyed more than 3,000 Australians aged 18–24 and found shopping is closely tied to social connection and self-expression for this demographic. The findings come ahead of upcoming peak retail moments including Black Friday, Cyber Monday, Christmas, and the Boxing Day sales. According to the research, 65 per cent of respondents said friends influence their shopping choices, while almost six in 10 look to real friends for beauty inspiration more than influencers. Around 45 per cent use Snapchat to plan shopping trips, and 49 per cent say shopping with friends is their favourite way to connect. More than six in 10 agreed “shopping is my clubbing – a big fun dopamine rush.” Ryan Ferguson, Managing Director of Snap Inc. ANZ, spoke on the value of Snapchat in talking to this friend-first cohort: “Snapchat, which reaches over 90% of Aussie Gen
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