December 17: Influence of Influencers

Internet users ages 18-64 in Brazil, China, and India are significantly more influenced by online personalities than their counterparts in the US, Germany, the UK, and France.

Source: Statista 
Published: October 2021

Influence of Influencers

How much purchasing influence do influencers really have? 

Influencers’ sway varies considerably by country. The 2020-2021 Statista Global Consumer Survey found internet users ages 18-64 in Brazil, China, and India are significantly more influenced by online personalities than their counterparts in the US, Germany, the UK, and France. 

43% of respondents in Brazil (ages 18-64) said they have bought products because of influencers’ advertisements, in comparison to only 12% of respondents in France.

Share of respondents in selected countries who have bought products because influencers advertised them

1. Brazil: 43%

2. China: 34%

3. India: 33%

4. Italy: 21%

5. South Korea: 20%

6. Russia: 18%

7. U.S.: 17%

8. Germany: 15%

9. UK: 15%

10. France: 12%