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Study: 31% of social-media users have spent money due to an online influencer

Study: 31% of social-media users have spent money due to an online influencer

31% of social-media users have bought a product or service after seeing it in a post by an influencer, according to a study commissioned by content-marketing firm Olapic.

Well, it would say that, given its business. But in this case, the company commissioned research company CITE Research to survey 4,000 people in the UK, US, Germany and France.

The survey also found that around half of British and American respondents have considered a purchase after seeing a product or service in an influencer's post.

The study's findings also suggest that 25-34 year-olds are most likely to follow influencers on Facebook, with 43% of them doing so. 19-24 year-olds' platform of choice is more likely to be Instagram: 53% of them follow social stars on that.

There was also some data on the definition of an influencer. 53% of people asked said that they think an influencer is someone with more than 10,000 followers on a social network or app, although in Germany, 34% said that 50,000 is the minimum bar.

Also interesting: American respondents tended to think that an influencer is 'someone consumers like' while on this side of the Atlantic, we've been peeking behind the curtain a bit more: Europeans tend to think of influencers as 'people who have paid relationships with brands'.


Contributing Editor

Stuart is a freelance journalist and blogger who's been getting paid to write stuff since 1998. In that time, he's focused on topics ranging from Sega's Dreamcast console to robots. That's what you call versatility. (Or a short attention span.)

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