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
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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
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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
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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 March 02, 2025, 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 March 02, 2025. 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: March 02, 2025. 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 March 02, 2025)
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/
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