About four-in-ten social media users say influencers impact what they buy, but this varies by age, gender

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November 18, 2022

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

About four-in-ten social media users say influencers impact what they buy, but this varies by age, gender

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About four-in-ten social media users say influencers impact what they buy, but this varies by age, gender

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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
Americans are more likely to prefer buying from a physical store than shopping online

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ABOUT PEW RESEARCH CENTER Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research Center does not take policy positions. It is a subsidiary of The Pew Charitable Trusts.

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