Global brands and influencers social media subscribers 2020, by age group
According to a survey of global internet users conducted in the fourth quarter of 2020, 33 percent of respondents aged between 16 and 23 years old reported following brands they purchased from, or they were thinking of purchasing from, on social media, while 36 percent of Millennials reported doing the same. By comparison, 28 percent of Gen Z respondents reported following influencers and other experts on social media, while 23 percent of Millennials reported doing the same.