Industry surveyBBB National Programs, 2025

35% of US consumers who bought because of an influencer have made 4 to 6 purchases this way.

Channel validation

35%

of influencer-driven shoppers have made 4-6 purchases because of influencer endorsements as of February 2025

Reader Note:: The denominator is the 58% who bought at all, not the whole panel, so this is about a fifth of all respondents rather than a third of them. The band is four to six purchases with no upper tail published, and respondents were counting from memory with no period given to count over. More than nine in ten respondents were women.
Evidence:: Self-reported behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Survey of 3,720+ U.S. consumers ages 18-65, fielded over 3 days in February 2025; 3,484 women, 235 men, and 5 non-binary respondents.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

Exact numbers, or saying that one thing caused another.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
The source talks about this as cause and effect — that is its reading, not a finding.

4.4x

How much better an AI search visitor converts compared to an organic search visitor, on average

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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Fixing your influencer marketing campaign: How to get into the top 10% of advertisers

11.4%

of shopper sessions in the US involved an AI tool as of June 2026, up 2.3 percentage points from a year earlier

is the short-term ROI index for influencer campaigns in the UK, right on the market average with 4.5% of short-term sales (excluding campaigns that produced no result)

21–26%

of consumers in the US, UK, and Germany report using AI tools to research products online, per Statista's 2026 Global Survey (Jul 2025–Jun 2026).

35% of US consumers who bought because of an influencer have made 4 to 6 purchases this way.

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Not for

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