Influencer content accounts for almost 20% of consumer media consumption




Robert Anderson

Our specialist influencer marketing division, Good Influence, recently commissioned research which proves that consumers are increasingly tuning in to content created by influencers to help them make purchasing decisions with one fifth (19%) of the average consumer’s total media consumption now made up of influencer content.

The report surveyed 1000 people over 16, found that over half (57%) have made a purchase based solely on an online influencer recommendation. This grows to 69% for millennials.

In terms of time, the average consumer now spends one hour and 12 minutes enjoying online influencer content. This figure rises to one hour 27 minutes for those aged 18-24, but is still as high as 47 minutes per day for consumers over the age of 45.

The entertainment, retail and technology sectors are where influencers hold most weight for millennials, while consumers between 35 and 45 attached more importance to food influencers. Consumers over the age of 45 stated that health and travel are the sectors where they rely most heavily on influencer content.

Despite some brands understanding the value of working with influencers, many are still yet to realise the weight they carry in consumer’s minds, according to Robert Anderson, executive director, content marketing & online strategy, Good Relations.

“Our research demonstrates that having a strategic influencer marketing programme has become a necessity for all brands, whoever they are targeting. It’s a channel that demands the attention and budget to reflect the way consumers use and rely on influencers when making purchasing decisions.

“Despite the report’s findings, we are still seeing a great disparity in the way CMOs are approaching budget allocation; on-balance favouring traditional platforms, even when the evidence points to a need to amplify influencer spend.”

  • 57% (over half) of sample have made a purchase based purely on the recommendation of an online influencer (69% for millennials)
  • The average consumer spends 1 hour 12 minutes per day watching online influencer content
  • This rises to 1 hour 27 mins for those aged between 18 and 24
  • Even those over 45 still spend around 47 minutes a day watching influencer content
  • 18-24 year olds place most value on influencers endorsing products from the entertainment, retail and tech sectors
  • Those aged 35-45 are more heavily influenced by digital content focusing on food
  • Over 45’s look to influencers for support mostly when making decisions around health and travel

Click HERE to read the full article published by The Drum.

For more information on this please contact Holly Dedman, Head of Business Development:

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