Younger generations are more likely to buy products based on influencer recommendations, as well as consider them reliable. However, these demographics still see influencers as less trustworthy than other sources.
An August 2019 survey from GlobalWebIndex shows that roughly one in five of Gen Z and millennial respondents from the US and UK made a purchase inspired by an influencer or celebrity post on social media. GlobalWebIndex defines Gen Zers as those ages 16 to 22 and millennials as those ages 23 to 36. (In our definition, millennials are individuals born between 1981 and 1996.)
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