Young women are far more likely than young men to often see beauty content from health and wellness influencers
% of health/wellness influencer consumers who say they often hear about the following topics from influencers
Note: “Health/wellness influencer consumers” refers to the 40% of U.S. adults who say they ever get health and wellness information from social media influencers or podcasts. Other response options are not shown. Bold text indicates statistically significant difference.
Source: Survey of U.S. adults conducted June 9-15, 2025.
PEW RESEARCH CENTER
Young women are far more likely than young men to often see beauty content from health and wellness influencers
% of health/wellness influencer consumers who say they often hear about the following topics from influencers
| Topic | Men 18-29 | Women 18-29 | DIFF |
|---|---|---|---|
| Beauty or personal appearance | 18 | 51 | 33 |
| Therapies outside of mainstream medicine | 10 | 21 | 11 |
| Mental health | 36 | 43 | 7 |
| Dietary supplements or cleanses | 23 | 30 | 7 |
| Weight loss | 34 | 38 | 4 |
| Mainstream medicine | 15 | 17 | 2 |
| Fitness | 57 | 47 | 10 |
Note: “Health/wellness influencer consumers” refers to the 40% of U.S. adults who say they ever get health and wellness information from social media influencers or podcasts. Other response options are not shown. Bold text indicates statistically significant difference.
Source: Survey of U.S. adults conducted June 9-15, 2025.
PEW RESEARCH CENTER
