85% of parents have made a purchase from an influencer post

influencers. In 2022, parents are more connected than ever. This was revealed by the latest barometer produced by Bellbooked Agency in partnership with IDM Families, “Parents and the Internet”. Published every year, this study allows advertisers to understand the use of social networks by French parents of children aged 0-11 years. We learn in particular that they are very present in applications, even more so than last year. Half of them, 51%, follow at least one influencer, and that’s not for nothing.

Parents who have signed up for at least one creator account pay close attention to their recommendations. 85% of them have already purchased for their children after one of these ambassadors was posted. This is 10 points more than in 2021. 97% of them are parents. In addition to paying attention to their opinions on social networks, parents also look at the comments left by consumers. They regularly check reviews on sales pages before buying.

Parents are shopping online, thanks in part to influencers

What are the products most bought online by these parents? They are not affected by all kinds of purchases. However, there are many categories in which they value having an outside opinion. Their purchases are related to toys and games (56%), children’s books (34%), hygiene and baby care products (34%), baby and children’s clothing (33%), furniture or nursery decoration (24%) and baby food (18%) . “Influencers and parenting communities influence fathers more than ever in the online purchases of their children and at all stages of product consideration. The study says that influencer marketing has become a direct transformative vehicle.

Parents are very present on social networks. They are 97% to consult with them. They open 3.5 platforms on average per day. Most of these users go to Facebook (86%), YouTube (62%), Instagram (60%), Snapchat (36%) and finally TikTok (25%). “It is important to note that TikTok continues to grow this year (+9 points vs. 2021) among the social networks used by parents. On the other hand, it is very young parents who are particularly interested in it,” concludes Estelle Schumann, Founder of Billbooked.

To download the study, go here.

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