U.S. adults buying a product from an influencer-founded brand 2023, by generation
According to a survey conducted in the United States in late 2023, Gen Z was the generation that made the most purchases from influencer-founded brands online, with 33 of respondents stating that. Naturally, the least digital generation, the Baby boomers, did that the least, with only four percent of people born between 1941 and 1964 purchasing products from influencer-founded brands.
