88% Of Consumers Have Purchased Products Based On Influencer Recommendations

By: Trademagazin editor Date: 2023. 12. 01. 09:14

A study by creator marketing platform Vamp has found that 88% of consumers say that they have purchased something based on an influencer recommendation in the past six months, with influencer marketing most effective among the 18-34 age group.

Vamp conducted the study alongside Atomic Research, asking adult consumers in the UK, Germany, France, Spain, Italy, Australia and the UAE for their opinions on influencer marketing.

For those in the 18-34 age cohort, influencer marketing is ranked higher than TV advertising, digital advertising, radio advertising and billboards, whereas for those aged 45 to 54, TV was cited as the most influential marketing channel, with influencers placing second (18%).

The older respondents were, the less they trusted influencer content, the study found.

Respondents said that the best influencer content was found on Instagram (34%), followed by YouTube (27%) and TikTok (18%), with just 2% saying that they found good content on X/Twitter. At the same time, for those aged 18-24, TikTok is the most popular platform, while 24-44 year olds prefer YouTube.

ESM