[Statista] The Influence of Influencers

 

Topics›Influencer marketing worldwide›
INFLUENCERS

The Influence of Influencers

by Katharina Buchholz, Jun 3, 2022

 

Most people trust the opinion of their social circle when making purchasing decisions. As data from the Statista Global Consumer Survey shows, many also trust the friendly people who freely share their lives with us on social media and at least feel like our acquaintances: influencers.

Influencers currently yield the biggest power over people’s purchasing decisions in Brazil, China and India, according to the survey which is representative of the countries’ online populations. While influencers' sway has only become larger in Brazil and India, it has recently decreased in China, but stayed on a high level nonetheless.

In most other countries, the trend to follow influencers' lead when deciding on a purchase gained traction. Denmark and Japan were among the countries paying influencers little mind, even though their following was growing in these nations also. Among Europeans, Italians were most "under the influence", at 22 percent saying in 2022 that they had made a purchase because a celebrity or influencer advertised the product.

DESCRIPTIONThis chart shows the share of respondents in selected countries who have bought products because celebrities or influencers advertised them.

 

References: Statista

https://www.statista.com/chart/24933/share-of-respondents-saying-they-purchased-something-because-of-influencers/

 

Key Points

• 많은 사람들이 소셜믿어에서 자유롭게 자신의 삶을 공유하고 나의 지인처럼 느껴지는 인플루언서를 신뢰함
• 브라질. 인도, 중국의 경우 인플루언서가 사람들의 구매결정에 가장 큰 영향력을 행사하는 것으로 나타남
• 다만, 인플루언서의 영향력은 브라질과 인도에서는 증가했으나 중국은 감소하였음
• 대부분 구매를 결정할 때 인풀러언서의 견인을 따르는 경향이 크게 나타났음
• 덴마크와 일본은 인풀루언서가 증가함에도 불구하고 인플루언서의 영향력이 낮은 것으로 나타남
• 유럽 국가 중에서는 이탈리아가 2022년 기준 22%가 영향을 받는다고 응답했으며, 인풀러언서가 제품을 광고해서 구매했다고 응답하였음

Infographic: The Influence of Influencers