Buyers who learned of/bought a new product from an influencer 2022, by generation

Published by
Valentina Dencheva,
Nov 30, 2023
During an October to November 2022 survey carried out among consumers worldwide, 32 percent of all respondents stated that they discovered a new product or brand from influencers during the last six months. This share was the highest among the digitally native Gen Z generation, at 48 percent.

Share of consumers who learned about a new product or brand from an influencer and who purchased it in the past six months worldwide as of 2022, by generation

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Release date

January 2023

Region

Worldwide

Survey time period

October to November 2022

Number of respondents

11,300 respondents

Special properties

across 11 countries: Australia, Canada, France, Germany, Italy, Japan, the Netherlands, Spain, Sweden, the UK, and the US. 992 Gen Z consumers, 3,264 Millennial consumers, 3,332 Gen X consumers, 3,712 Boomer consumers

Supplementary notes

The type of the survey were not specified in the source.

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