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 yielded the biggest power over people’s purchasing decisions in Brazil, Nigeria China and India, according to the survey which is representative of the countries’ online populations. While influencer power fluctuated in some countries, the trend to follow their lead when deciding on a purchase mostly gained traction. Influencers’ influence grew most in Russia, Brazil, India and Germany while it remained stable in the United States, the United Kingdom and Japan, where very few people said they paid influencers any mind.