Younger social media users stand out for following influencers, content creators and saying they’ve made purchases based on influencer recommendations | Pew Research Center

November 18, 2022

For shopping, phones are common and influencers have become a factor – especially for young adults

Younger social media users stand out for following influencers, content creators and saying they’ve made purchases based on influencer recommendations

Younger social media users stand out for following influencers, content creators and saying they’ve made purchases based on influencer recommendations

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Younger social media users stand out for following influencers, content creators and saying they’ve made purchases based on influencer recommendations

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Infographic Gallery

For shopping, phones are common and influencers have become a factor – especially for young adults
About three-quarters of Americans report buying things online using a smartphone, but that share is even higher among adults under 50
About half of Americans ages 30 to 49 say they make purchases with a smartphone at least weekly
Younger social media users stand out for following influencers, content creators and saying they’ve made purchases based on influencer recommendations
About four-in-ten social media users say influencers impact what they buy, but this varies by age, gender
Americans are more likely to prefer buying from a physical store than shopping online