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Relevance of influencers on purchase decisions by product category in the U.S. 2017

People see numerous advertisements every day. Be it on social media, YouTube or any other platform, global marketers advertise their products or services through famous celebrities or social media influencers. But how successful are all these famous people when it comes to influence the purchasing decision of a common person?

Almost four in 10 U.S. consumers aged 18 to 64 purchased clothes advertised by famous influencers, in 2017. This is hardly surprising as clothing is also the most popular online shopping category worldwide. Shoes, food and drinks are also among the things, consumers buy influenced by celebrities or social media influencer.

Which is the most popular social network?
Not surprisingly, Facebook is the most popular social network in the world. The social media platform had over 2.4 billion active users in January 2020, surpassing YouTube by 0.4 billion users. WhatsApp, acquired by Facebook back in 2014, is the third most popular social network in the world with 1.6 billion active users.

Influencer market size on Instagram
As of January 2020, Instagram had 1 billion active users worldwide. The social media platform is currently one of the leading targets for marketers looking to sell their products and services. Influencers are involved in their marketing campaigns and they are extremely successful: The global Instagram influencer market size is forecast to exceed beyond US$2 billion in 2020.

Which of these products or services have you bought / used in the past 12 months because bloggers / YouTubers or other famous people advertized them?

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Number of respondents

2,032 respondents

Age group

18 to 64 years

Supplementary notes

Multiple answers were possible.

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