November 10th, 2022, Kineree Shah
Social media influencers are reshaping how consumers buy from brands with 62% of social media users trusting them more than celebrities. According to a new YouGov survey conducted across 18 international markets, more than two in five global consumers (42%) are likely to take notice of phone endorsements by social media influencers ‘a lot’ or ‘a little’. This makes influencer-promoted phone ads one of the most noticeable endorsements after those marketing clothes (46%), grocery & food items (45%), and out-of-home entertainment (like cinemas, theme parks- 44%).
In India (84%), Indonesia (83%) and the UAE (80%) eight in 10 consumers say they are likely to take notice of phone endorsements by influencers ‘a lot’ or ‘a little’ - the highest among 18 markets. This is followed by China where seven in 10 have the same opinion.
As we move towards Europe, the grip of influencers declines, and the numbers fall by half. Italian (37%), French (37%), Polish (37%) and Spanish consumers (33%) are more likely to take notice of phone ads by social media influencers than Swedish (27%) and German consumers (23%). There’s a lot of variety in the data in the North American region. In Mexico more than half (56%) say they are likely to take notice of phone ads by influencers but in Canada only a third (34%) are likely to do the same.
Britain and the US consumers are least likely to take notice of influencer-promoted phone endorsements, with more than seven in 10 saying they are ‘not at all influenced’. This is major news given that brands have spent $2.23 billion on Instagram and $948 million on YouTube influencer marketing in the US this year.
Looking at this data by age, consumers between 18 to 34 years are more likely to notice phone endorsements by social media influencers in Europe and North America. But roughly about three in five say they are ‘not at all influenced’. In the UAE the numbers are distributed almost evenly across all age groups. Here older consumers above 55 years (76%) are more likely to say they take notice of mobile phone ads by influencers in comparison to 45-54-year-oldconsumers (67%). In APAC seven in 10 of those aged between 18 and 54 years (73-61%) are likely to take notice of endorsements of phones promoted by social media influencers. Among the 55+ consumers, two in five are likely to take notice of ads – a significantly high proportion in comparison to Europe and North America region.
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Methodology
YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18 and over in 18 markets with sample sizes varying between 513 and 2015 for each market. All surveys were conducted online in August 2022. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov RealTime Omnibus.