Share of people following influencer product recommendations Germany 2021

Published by
Kasia Davies,
Dec 14, 2022
In 2021, 78.5 percent of the German population never followed product recommendations from influencers. The survey is based on the Verbrauchs- und Medienanalyse (VuMA), which provides information on more than 1,000 brands and almost all products advertised in the media. The reports presents data on usage and purchase behavior, media usage as well as attitudes of the German-speaking population aged 14 years and older.

Share of the population following influencer product recommendations in Germany in 2020 and 2021

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Release date

November 2021

Region

Germany

Survey time period

2020 and 2021

Number of respondents

23,138 respondents

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Computer-assisted personal interviews (CAPI)

Supplementary notes

Information on total sample:
2020: 23,138 respondents, projection to 70.63 million people.

Further information on methodology available here and in the report.

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