Goodbye celebrities?
57% of the more than 20,000 people surveyed in 30 countries by EY use online communities to find information when shopping, and 61% have already bought a product based on an influencer’s recommendation.
This article is available for reading in Trade magazin 2024/8-9
In comparison, only 21% have clicked on an ad on social media. Typically an influencer is followed because they produce content that shoppers find valuable (49%) or enjoyable (44%). At the same time celebrities are losing popularity: only 25% of respondents follow someone just because they are famous. “People in Hungary are also becoming more conscious. This makes it harder to mobilise them with previously tried-and-tested (mainly influencer-driven) advertising and sales tools, which requires a new approach from manufacturers and distributors”, told László Palincsár, senior director of customer and growth at EY. //
Related news
Euromonitor International 2025: everything for your pet!
The global pet care market is expected to reach the…
Read more >Cost-consciousness and tech-openness – this is how Hungarians travel abroad this year, according to a Visa survey
36% of Hungarians plan to take a vacation abroad during…
Read more >Hungarian companies are already being attacked using AI
According to research by EY, AI has become one of…
Read more >Related news
“The shelf is not just a place, it’s a strategy” – P&G rethinks the customer experience in Hungary
Interview with Joanna Bohdanowicz, Senior Director Central Europe at Procter…
Read more >Brussels has initiated proceedings against Hungary over margin restrictions
The European Commission has launched two infringement proceedings against Hungary…
Read more >Annual inflation slowed in the euro area and the EU in May
Annual inflation slowed in both the eurozone and the European…
Read more >