Buying influencers- and celebrities-sponsored products in Italy 2019, by gender

Is social media-promoted advertising successful in Italy? A survey conducted in March-April 2019 suggested it is. A majority of the respondents, in fact, reported to have bought celebrities- or influencers-sponsored products. When we look at gender differences in the affirmative answers, we see that figures for women were slightly higher, with 64 percent compared to 60 percent for men. Also, 38 percent of women reported to having bought products that were sponsored by celebrities or influencers more than once, compared to 32 percent for men.

Have you ever bought an influencer/celebrity-sponsored product?

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Source

In cooperation with
Ipsos
Release date

June 2020

Region

Italy

Survey time period

March and April, 2019

Number of respondents

692 respondents

Age group

16-54 years

Special properties

men (N=316); women (N=376);

Supplementary notes

This question was phrased by the source as follows: " Ti e' mai capitato di acquistare un prodotto/servizio consigliato da celebrities e influencer?"

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