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Influencer role in purchasing process in Italy 2021

Published by Statista Research Department, Sep 3, 2021
During a 2021 survey carried out among Italian consumers who follow at least one macro-influencer on social media, 54 percent of respondents said they followed an influencer because of their role as a tutor who explains a product. The influencer was seen as a discoverer who makes new products known by 47 percent of respondents, while 41 percent saw them as a friend who indicates when and where to complete a purchase.

Role of influencers in purchasing process in Italy as of February 2021

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Sources

Release date

May 2021

Region

Italy

Survey time period

as of February 2021

Number of respondents

1,500 respondents

Age group

18-54

Supplementary notes

Respondents follow at least one macro-influencer or editorial brand on social media.

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