Purchases for 49.3% of US consumers are driven by influencer recommendations

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 06, 2019, 5:00 PM UTC

Research by Toluna found that 30.4% of Americans don’t trust influencer recommendations.

The research revealed that, overall, 49.2% of Americans follow influencers on social media. While 44.4% of US consumers follow influencers for product recommendations, 53.1% of consumers do so to find out more about what the influencers do, and about 54.7% follow them to learn new things.  

But, the report states that only 44.2% trust influencer’s recommendations, while 30.4% don’t and 25.4% are unsure. The research also found that 56.3% of consumers in the US believe that influencers do have an impact on their daily lives.

Jay Rampuria, evp, global business and corporate development at Toluna notes that brands can “create unmatched recognition, loyalty, and engagement” by engaging with influencers. He adds that this engagement can push brands towards long-term success against competition in the market.  

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