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The Influence of Influencers
Дата публикации: 26-06-2026 13:24:36

By Katharina Buchholz, StatistaMost people trust the opinion of their social circle when making purchasing decisions. As data from Statista Consumer Insights shows, many also trust the friendly people who freely share their lives with us on social media and at least feel like our acquaintances: influencers.Influencers currently yield the biggest power over people’s purchasing decisions in Brazil, South Africa, China and India, according to the survey which is representative of the countries’ online populations. While influencers' sway has only become larger in Brazil and India, it has recently decreased in China, but stayed on a high level nonetheless.In most other countries, the trend to follow influencers' lead when deciding on a purchase gained traction. France and Austria as well as Belgium, the Netherlands, Sweden and Japan were among the countries paying influencers little mind, even though their following was growing in these nations also. Among Europeans, Brits were most "under the influence", at 29 percent saying that they had made a purchase because a celebrity or influencer advertised the product.Reviewed by Irfan Ahmad.This article was originally published by Statista and has been republished here under the Creative Commons License CC BY-ND 3.0Read next:• Research Finds People Better Understood Literal Than Figurative Cybersecurity Language• The Highest-Earning Creators of the Internet Content Machine

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By Katharina Buchholz, Statista

Most people trust the opinion of their social circle when making purchasing decisions. As data from Statista Consumer Insights shows, many also trust the friendly people who freely share their lives with us on social media and at least feel like our acquaintances: influencers.

Influencers currently yield the biggest power over people’s purchasing decisions in Brazil, South Africa, China and India, according to the survey which is representative of the countries’ online populations. While influencers' sway has only become larger in Brazil and India, it has recently decreased in China, but stayed on a high level nonetheless.

In most other countries, the trend to follow influencers' lead when deciding on a purchase gained traction. France and Austria as well as Belgium, the Netherlands, Sweden and Japan were among the countries paying influencers little mind, even though their following was growing in these nations also. Among Europeans, Brits were most "under the influence", at 29 percent saying that they had made a purchase because a celebrity or influencer advertised the product.

Consumers increasingly buy products promoted by influencers, with European influence generally lower than emerging markets surveyed.

Reviewed by Irfan Ahmad.

This article was originally published by Statista and has been republished here under the Creative Commons License CC BY-ND 3.0

Read next:

• Research Finds People Better Understood Literal Than Figurative Cybersecurity Language

• The Highest-Earning Creators of the Internet Content Machine

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