Influencer marketing: Consumer sentiment data

Analyses data from ongoing surveys of Indian consumers, provided by GWI.
  • Younger consumers are more likely to use social media to follow influencers or celebrities than older generations, but one in five (19%) of those between 55 and 64 say following celebrities or influencers is one of the reasons they use social media.
  • Nearly half (45%) of consumers frequently watch livestreams by influencer, with one quarter of online shoppers (26%) saying they are more likely to buy a product if it has been endorsed by an influencer.
  • Marketers predict that Instagram, MX Takatak and YouTube will be the most popular platforms for influencer marketing in 2021-2022....

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