During an October to November 2022 survey carried out among consumers worldwide, 32 percent of all respondents stated that they discovered a new product or brand from influencers during the last six months. This share was the highest among the digitally native Gen Z generation, at 48 percent.
Share of consumers who learned about a new product or brand from an influencer and who purchased it in the past six months worldwide as of 2022, by generation
across 11 countries: Australia, Canada, France, Germany, Italy, Japan, the Netherlands, Spain, Sweden, the UK, and the US. 992 Gen Z consumers, 3,264 Millennial consumers, 3,332 Gen X consumers, 3,712 Boomer consumers
Supplementary notes
The type of the survey were not specified in the source.
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Capgemini. (January 5, 2023). Share of consumers who learned about a new product or brand from an influencer and who purchased it in the past six months worldwide as of 2022, by generation [Graph]. In Statista. Retrieved December 21, 2024, from https://www.statista.com/statistics/1426218/consumers-who-learned-purchased-product-influencers/
Capgemini. "Share of consumers who learned about a new product or brand from an influencer and who purchased it in the past six months worldwide as of 2022, by generation." Chart. January 5, 2023. Statista. Accessed December 21, 2024. https://www.statista.com/statistics/1426218/consumers-who-learned-purchased-product-influencers/
Capgemini. (2023). Share of consumers who learned about a new product or brand from an influencer and who purchased it in the past six months worldwide as of 2022, by generation. Statista. Statista Inc.. Accessed: December 21, 2024. https://www.statista.com/statistics/1426218/consumers-who-learned-purchased-product-influencers/
Capgemini. "Share of Consumers Who Learned about a New Product or Brand from An Influencer and Who Purchased It in The past Six Months Worldwide as of 2022, by Generation." Statista, Statista Inc., 5 Jan 2023, https://www.statista.com/statistics/1426218/consumers-who-learned-purchased-product-influencers/
Capgemini, Share of consumers who learned about a new product or brand from an influencer and who purchased it in the past six months worldwide as of 2022, by generation Statista, https://www.statista.com/statistics/1426218/consumers-who-learned-purchased-product-influencers/ (last visited December 21, 2024)
Share of consumers who learned about a new product or brand from an influencer and who purchased it in the past six months worldwide as of 2022, by generation [Graph], Capgemini, January 5, 2023. [Online]. Available: https://www.statista.com/statistics/1426218/consumers-who-learned-purchased-product-influencers/
