Trust in influencers by UK fashion & lifestyle shoppers 2022

During a 2022 survey carried out in the United Kingdom, more than 30 percent of responding fashion and lifestyle consumers stated that their trust in influencers does not differ when it comes to their number of followers. Concerning those respondents who do have a preference, micro followers - accounting for ten thousand up to 99 thousand followers - appear to be the most trustworthy with nearly 23 percent of respondents trusting them most.

Trust in influencers among fashion and lifestyle buyers in the United Kingdom as of spring 2022, by type of influencers

Characteristic	Share of respondents
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Release date

May 2022

More information

Region

United Kingdom

Survey time period

spring 2022

Number of respondents

1,008 respondents

Age group

18 years and older

Supplementary notes

The source defines influencer types as follows:
Nano = one thousand to nine thousand followers,
Micro = ten thousand to 99 thousand followers,
Macro = 100 thousand to one million followers,
Mega = one million and more followers.
Original question: "What type of influencers would you be most likely to trust a recommendation from? Select one"
The source does not provide information about survey methodology.
Percentage points exceeding 100 percent are probably due to rounding.

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