At 32 percent, Generation Z respondents named Instagram influencers almost twice as often as consumers aged 25 and older (17 percent). Influencers from TikTok (28 percent), Facebook (eleven percent) and Twitter (five percent) follow in the other places among 16 to 24-year-olds. Older survey participants, on the other hand, find Facebook influencers the most authentic. They landed at 32 percent, followed by Instagram (17 percent), Twitter (nine percent) and TikTok (six percent).
One in two also said they rely on reviews when shopping online. A majority of 38 percent find online reviews by influencers the most helpful. Less popular, however, are sponsored posts (31 percent), followed by politicized content (18 percent), stereotypical influencer phrases and overly edited photos (14 percent each).
Users like to be informed daily
The survey also asked how often consumers want to hear from influencers. Responses ranged from several times a day (30 percent), followed by once a day (19 percent), several times a week (18 percent) and once a week (14 percent). The most popular influencer channels besides social media among 16- to 24-year-olds are text messages (45 percent) and blog posts (44 percent), while 25- to 34-year-olds prefer blog posts (47 percent) and email messages (45 percent). (pte)