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Trust in Influencer Marketing 2024

We surveyed over 1,000 Australia-based consumers to help understand their sentiments around influencer marketing and see how those thoughts differ between age groups and sex.

KEY STATS

  • 70% of 18-to-29-year-olds have purchased a product after seeing it used by an influencer. 
  • 51% of 18-to-29-year-olds research products on TikTok before making a big purchase, and 38% of 30-to-44-year-olds turn to YouTube.
  • 59% of respondents are more likely to trust an influencer’s sponsored post over one from an A-list celebrity.