According to a survey conducted in 2024, about 45 percent of Gen Z consumers purchased products from influencers or celebrity brands in 2024. Millennials also saw a slight increase, and are now at 33 percent, while Gen X engagement rose to 23 percent. This trend highlights the strong influence of social media personalities on younger consumers, with Gen Z remaining the most engaged group.
Share of consumers who bought a product from influencers and celebrities worldwide in 2024, by generational cohort
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Capgemini. (January 15, 2025). Share of consumers who bought a product from influencers and celebrities worldwide in 2024, by generational cohort [Graph]. In Statista. Retrieved June 11, 2025, from https://www.statista.com/statistics/1455419/shoppers-buying-from-influencers-and-celebrities-by-age-worldwide/
Capgemini. "Share of consumers who bought a product from influencers and celebrities worldwide in 2024, by generational cohort." Chart. January 15, 2025. Statista. Accessed June 11, 2025. https://www.statista.com/statistics/1455419/shoppers-buying-from-influencers-and-celebrities-by-age-worldwide/
Capgemini. (2025). Share of consumers who bought a product from influencers and celebrities worldwide in 2024, by generational cohort. Statista. Statista Inc.. Accessed: June 11, 2025. https://www.statista.com/statistics/1455419/shoppers-buying-from-influencers-and-celebrities-by-age-worldwide/
Capgemini. "Share of Consumers Who Bought a Product from Influencers and Celebrities Worldwide in 2024, by Generational Cohort." Statista, Statista Inc., 15 Jan 2025, https://www.statista.com/statistics/1455419/shoppers-buying-from-influencers-and-celebrities-by-age-worldwide/
Capgemini, Share of consumers who bought a product from influencers and celebrities worldwide in 2024, by generational cohort Statista, https://www.statista.com/statistics/1455419/shoppers-buying-from-influencers-and-celebrities-by-age-worldwide/ (last visited June 11, 2025)
Share of consumers who bought a product from influencers and celebrities worldwide in 2024, by generational cohort [Graph], Capgemini, January 15, 2025. [Online]. Available: https://www.statista.com/statistics/1455419/shoppers-buying-from-influencers-and-celebrities-by-age-worldwide/
