Over one-quarter of Gen Z follow influencers

Cinzia Petio

An overview of following rates of brand and influencer pages across generations.

Gen Z follows influencers on social media almost as much as they do brands, according to a consumer survey of internet users across 47 countries from target audience company GWI. 

Around one-third of Gen Z, millennials and Gen X follow brands they purchase from or are considering purchasing from, with millennials leading at 36%. Proportions are lower when it comes to following influencers, with rates highest among Gen Z (at 28%).

When comparing brands' and influencers' followings, it emerges that Gen Z is almost as likely to follow brands as they are to follow influencers, with...

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