Belgium: influencer ad success in Flanders by age 2019

In 2019, one out of four 16-to 24-year-olds from Flanders said they were more willing to learn about a product when it had been recommended by an influencer. Gen Z's openness to influencer recommendations was higher than that found among older age groups, as the likelihood of respondents agreeing with the statement went down.

Do you agree with the following statement: "I want to get to know about a product when an influencer recommends it"?

Characteristic	Share of respondents
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Release date

February 2020

More information

Region

Belgium

Survey time period

September, 2019 and October, 2019

Number of respondents

1,500*

Age group

16 years and older

Special properties

inhabits from Flanders, Belgium's Dutch-speaking region, who agreed or completely agreed with the statement

Method of interview

Computer-assisted personal interviews (CAPI)

Supplementary notes

* The number of respondents concerns the total number of Flemish respondents. The source did not mention how many people exactly agreed with the statement.

This statement was phrased by the source as follows: "Sociale media hebben me al eens aangezet een product te kopen (bv. via een influencer, een advertentie op sociale media, een bericht van een bedrijf, ...)".

The source states that: "Digimeter provides a snapshot view of the adoption and use of media and IT. It is based on the self-reporting of media consumers. As such, the results should be interpreted as the perception respondents have of their own media consumption. The methodology does not allow for assumptions on the effective media reach."

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