Shoppers buying from influencers and celebrities by age 2023 | Statista

According to a survey conducted in 2023, two out of every ten consumers bought products endorsed by influencers and celebrities. This influence was particularly pronounced among Gen Z shoppers, with millennials, Gen X, and Boomers subsequently following suit.

Share of consumers who bought a product from influencers and celebrities worldwide in 2023, by generational cohort

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Release date

January 2024

More information

Region

Worldwide

Survey time period

October and November 2023

Number of respondents

11,681*

Age group

18 years and older

Supplementary notes

* Consumers in 11 countries across North America, Europe, and Asia–Pacific.

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