Impact of lack of transparency on influencer success in the U.S. 2021

Published by Statista Research Department, Dec 10, 2024
During a 2021 survey fielded in the United States, nearly 32 percent of responding social media users aged 16 to 34 stated that it did not bother them at all if an influencer was promoting a product or service and did not clarify that they were being paid. Another 47 percent said it did bother them a little, but not enough to stop following that influencer.

Impact of lack of transparency of an influencer on their number of followers in the United States as of April 2021

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Release date

April 2021

Region

United States

Survey time period

April 21, 2021

Number of respondents

1,000 respondents

Age group

16-34 years

Special properties

among social media users

Supplementary notes

Original question: "How much does it bother you if an influencer is promoting a product or service, and doesn’t clarify that they are being paid?"
The source provides the following information about the respondents:
- age group split: 16-17 - 2.7 percent, 18-24 -29.1 percent, 25-34 - 68.2 percent;
- gender split: women - 57.2, men - 42.8 percent.

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