German consumers are listening less to influencers

By: Trademagazin editor Date: 2024. 08. 07. 09:47

The impact of influencers on shopping behaviour in Germany has been decreasing. At the same time, the use of social media is in decline on the whole. This is shown by the “Social Media Atlas 2024” that surveyed 3,500 German internet users aged 16 and over. Previously, the importance of brand ambassadors had increased year after year.

In Germany, both the effect of influencers on purchasing behaviour and the use of social media as a whole is declining. This was revealed by the “Social Media Atlas 2024” study commissioned by the agencies Per Agency and Toluna in cooperation with the Institute for Management and Economic Research (IMWF).

According to the study, 29 per cent of internet users aged 16 and over have bought a product or used a service at least once because YouTubers have advertised it. This is 8 per cent less than in the previous year. The influence of Instagrammers has also fallen by 4 per cent to 29 per cent. Previously, the importance of brand ambassadors had been increasing year by year.

However, influencer recommendations still carry weight among Generation Z. This is particularly true for Instagrammers: 62 per cent of the 16 to 29-year-old have already made a purchase decision based on one of such posts. Only 3 per cent of the 60+ generation have done so. Millenials, on the other hand, primarily trust the recommendations of YouTubers. 45 per cent of the 30 to 44-year-old have already bought something because of their posts, but only 4 per cent of respondents aged 60 and over have done so.

According to the latest figures, 80 per cent of German internet users aged 16 and over are currently active on social sites such as Facebook, YouTube, WhatsApp or other platforms, blogs or forums. In the previous year, this figure was 4 per cent higher. At the same time, the amount of time users spend using the relevant apps is decreasing. The average usage time for private purposes is 18.7 hours per week, that is 2.1 hours less than in 2023.

The greatest impact of influencers is on the purchase of fashion, clothing and accessories. This is particularly true for Gen Z (45 per cent) and Gen Y (31 per cent). Cosmetics, beauty and personal care recommendations also play an important role, especially among young users. 37 per cent of the 16 to 29-year-old listen to the advice of brand ambassadors from time to time. In Gen Y, the figure is 26 per cent.

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