Influencer Trust by Age, Gender and ethnicity

1. Which Consumers Trust Influencers? By Age, Gender & Ethnicity “ 92 percent of consumers trust user-generated content more than they trust traditional advertising. – Nielsen Consumer Trust Index “ Attention Surveys Various surveys conducted in April 2019* found that, in the United States, different age, gender & ethnic groups paid attention to social media influencers' recommendations of products, services & brands at different levels. This is a visual representation of these surveys! *All sourcesstatedbelow ByGender In an April 2019 survey it was found that 10 percent of female internet users in the United States said they paid attention to social media influencers' recommendations of products, services and brands. The same was true for seven percent of male *Non-Binary genders not stated in survey survey participants. The average for all respondents was nine percent. 40% 10% 35% 9% 30% 7% 25% 20% 30% 26% 15% 22% 10% 5% 0% Male Average Female Original Statement: “I pay attention to what social media influencers recommend in terms of products, services or brands” “Not Really” “Somewhat” “Completly” ByAge In a survey conducted in April 2019 it was found that 15 percent of internet users between the ages of 23 and 38 in the United States said they paid attention to social media influencers' recommendations of products, services and brands. The same was true for one percent of survey participants aged over 55. The average for all respondents was nine percent. 8% 18-22 38% 15% 23-38 39% 6 39-54 20 1% 55-64 9% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 22% 24% 26% 28% 30% 32% 34% 36% 38% 40% Original Statement: “I pay attention to what social media influencers recommend in terms of products, services or brands” “Not Really” “Somewhat” “Completly” ByEthnicity In a survey conducted in April 2019 it was found that 15 percent of internet users between the ages of 23 and 38 in the United States said they paid attention to social media influencers' recommendations of products, services and brands. The same *Below are statedonly the ethnic groups available in the study was true for one percent of survey participants aged over 55. The average for all respondents was nine percent. 8% 10% Hispanics 38% 32% 8% 15% African- Americans 26% 39% 6 7% Asians 20 27% 8% 1% Whites 9% 25% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 22% 24% 26% 28% 30% 32% 34% 36% Original Statement: “I pay attention to what social media influencers recommend in terms of products, services or brands” “Not Really” “Somewhat” “Completly” Conclusion “ “ Although no considerable variation in attention comparing ethnic groups, there is a slight attention gap amongst people identifying as male or female, and a massive disparity when it comes to Age Groups. Graphic study by inbeat .co Sources Share ofonline users in the United States Share ofonline users in the United States Share ofonline users in the United States whosay theypay attention to whosay theypay attention to whosay theypay attention to recommendationsfrom social media recommendationsfrom social media recommendationsfrom social media influencers asofApril 2019,by gender influencers asofApril 2019,by ethnicity influencers asofApril 2019,by age group https:/ /www.statista.com/statistics/1081580/attention-towards-influencer-recommendations-gender-us/ https:/ /www.statista.com/statistics/1081744/attention-towards-influencer-recommendations-ethnic-us/ https:/ /www.statista.com/statistics/1081751/attention-towards-influencer-recommendations-age-us/