Trust on online influencers in Kenya 2020

Published by
Natalie Cowling,
Sep 22, 2023
Online influencers played a key role in the consumer market in Kenya as of 2020, with 49 percent of respondents replying positively to the question of whether they trust influencers' reviews or recommendations on the products promoted online. Other 47 percent reported they sometimes trust influencers. Only a small share of four percent said they do not find online promoters trustworthy.

Trust on online influencers' reviews and recommendations on products in Kenya as of 2020

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Source

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Release date

August 2020

Region

Kenya

Survey time period

July 2020

Number of respondents

2,615*

Age group

15 years and older

Method of interview

Online survey

Supplementary notes

* The count includes respondents in Kenya and Nigeria, where the survey was simultaneously conducted

This question was phrased by the source as follows: "Do you trust influencer product reviews/recommendations?"

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