Social media influencers dominate in lifestyle advice, but can they steer car consumers?
Social media has transformed how people consume information, with social media influencers emerging as key opinion leaders across various domains. Their ability to connect with audiences on a personal level and their perceived authenticity has made them influential sources for product recommendations and lifestyle advice.
YouGov recently surveyed US adults to understand the perceived usefulness of social media influencers as sources of information for different product categories. While influencers hold significant sway in areas like food, travel, and fashion, their impact on car-related information is less pronounced.
For instance, influencers are seen as highly useful for providing insights into food and drink (62%), home repair and DIY (60%), travel (60%), technology (60%), fitness and exercise (60%), media (60%), clothing and fashion (58%), books (58%), health and wellness (57%), and home appliances (53%).
When asked about the usefulness of social media influencers as sources of information on cars, 53% of US adults found them useful. This indicates a moderate level of trust in influencers for car-related advice. However, it also suggests room for growth and opportunities for influencers to establish themselves as credible sources in the automotive space.
A deeper dive into the data reveals generational differences in the perception of influencer credibility when it comes to cars. Gen Z, the youngest demographic surveyed, is most receptive, with 47% finding influencers somewhat or very useful for car-related information. This figure gradually declines with age, with 39% of Millennials, 35% of Gen X, and 30% of Baby Boomers expressing similar views.
Conversely, a larger proportion of older demographics view influencers as not useful for car information – 14% for Gen Z, 26% for Millennials, 31% for Gen X, and 35% for Baby Boomers.
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