New study suggest the influencers are not really that influential

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 22, 2021, 3:46 PM UTC

According to the OpSec Security Consumer Barometer trust index, influencer or celebrity endorsements influence only 6% of global consumers.

Influencers sway only 12% of consumers between 18 and 24 years of age when making purchase decisions. Customers seem to prefer recommendations from family and friends when it comes to making a purchase.

71% of consumers rely on customer reviews, 72% depend on endorsements from their social circle. The survey of 2,500 consumers reveals that 24% of customers unintentionally purchased counterfeit products from social media ads. About 49% of the respondents find social media ads untrustworthy.

When buying goods from social channels, 53% of users are worried about product quality, followed by payment security (51%) and buying a fake (51%). 91% of consumers prioritise brand integrity and authenticity when choosing where to take their custom.

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