According to a survey conducted in 32 countries, respondents in Indonesia and Thailand had the most trust in social media influencers, at 32 percent. On the contrary, trust in social media influencers was the lowest in New Zealand, Canada, the Netherlands, Sweden, and Japan.
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Trust in social media influencers in selected countries worldwide as of June 2024, by country
among those who answered 1 or 2 on a scale of 1 to 5, where 1 is very trustworthy and 5 is very untrustworthy
Method of interview
Online survey
Supplementary notes
* Respondents from South Africa, Canada, Turkey, Malaysia, and the United States were aged 18 to 74 years. In Thailand, 20-74, in Indonesia and Singapore 21-74, and 16-74 in all other countries.
This question was phrased by the source as follows: "Please look at this list of different types of people. In general, do you think each is trustworthy or untrustworthy in your country? Please use a scale of 1 to 5, where 1 is very trustworthy and 5 is very untrustworthy."
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Ipsos. (October 31, 2024). Trust in social media influencers in selected countries worldwide as of June 2024, by country [Graph]. In Statista. Retrieved July 13, 2025, from https://www.statista.com/statistics/1559143/trust-in-social-media-influencers-worldwide-by-country/
Ipsos. "Trust in social media influencers in selected countries worldwide as of June 2024, by country." Chart. October 31, 2024. Statista. Accessed July 13, 2025. https://www.statista.com/statistics/1559143/trust-in-social-media-influencers-worldwide-by-country/
Ipsos. (2024). Trust in social media influencers in selected countries worldwide as of June 2024, by country. Statista. Statista Inc.. Accessed: July 13, 2025. https://www.statista.com/statistics/1559143/trust-in-social-media-influencers-worldwide-by-country/
Ipsos. "Trust in Social Media Influencers in Selected Countries Worldwide as of June 2024, by Country." Statista, Statista Inc., 31 Oct 2024, https://www.statista.com/statistics/1559143/trust-in-social-media-influencers-worldwide-by-country/
Ipsos, Trust in social media influencers in selected countries worldwide as of June 2024, by country Statista, https://www.statista.com/statistics/1559143/trust-in-social-media-influencers-worldwide-by-country/ (last visited July 13, 2025)
Trust in social media influencers in selected countries worldwide as of June 2024, by country [Graph], Ipsos, October 31, 2024. [Online]. Available: https://www.statista.com/statistics/1559143/trust-in-social-media-influencers-worldwide-by-country/
