GRIN, the world’s leading creator management platform, 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.

“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.”

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.

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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.

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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.”