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Trust level in product and brand recommendations by social media influencers worldwide in 2023, by generational cohort

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Source

Release date

June 2023

Region

Worldwide

Survey time period

Q1 2023

Number of respondents

15,577 internet users

Age group

16-64 years

Method of interview

Online survey

Supplementary notes

Percentage points exceeding 100 percent are probably due to rounding.

Citation formats

Trust in influencers' product and brand recommendations 2023, by generation

Published by
F. Watty,
Mar 11, 2024

In 2023, the highest level of trust in brand and product recommendations from social media influencers was evident among Gen Z and millennials, with **** of respondents from each generational cohort expressing complete trust. Conversely, over ** percent of Baby Boomers exhibited no trust at all in influencer recommendations, nearly double the skepticism shown by Gen X respondents and more than **** times that of Gen Z.

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