Takumi surveyed consumers, marketers and influencers across the UK, US and Germany.
The report states, 27% of consumers have been influenced to purchase a product or service by creators on YouTube in the last six months. Influencers on Instagram and TikTok influenced 24% and 15% consumers respectively. 72% marketers and 55% consumers say YouTube is the most likely channel to lead to a purchase.
TikTok was the most likely platform to influence purchases between 16-24 year olds, 40% in Germany and 30% in the UK. However, 37% of US consumers (aged 35-44) were influenced to purchase by TikTok. Consumer trust was highest on YouTube (28%) followed by Instagram (22%) and TikTok (15%).
37% of people aged 16-44 say they trust YouTube influencers over high-profile figures or celebrities. 60% marketers find TikTok to be the most creative channel.
[4 minute read]