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.
[3 minute read]
