Younger Consumers Are More Likely To Trust Influencer Recommendations
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A growing divide is emerging in consumer trust between social media influencers and professional reviewers, with younger shoppers more likely to rely on influencer recommendations despite concerns about credibility.
More than a third of Americans ages 18 to 34 say they tend to buy products and services recommended by social media personalities they follow, according to a survey by research firm Ipsos. In contrast, only 12% of those ages 55 or older trust such endorsements, highlighting a generational shift in purchasing behavior.
While influencers have become powerful marketing tools, their credibility is increasingly under scrutiny. Ipsos’ assessment of nearly 1,000 self-identified creators found that 26% inflated their follower counts, and 37% falsely claimed ownership of accounts. This raises concerns about authenticity and the reliability of influencer-driven advertising.
