Industry surveyBBB National Programs, 2025

33% of US consumers actively seek out influencer content to learn about products or topics.

Channel validation

33%

of U.S. consumers seek out influencer content to learn about products or topics as of February 2025

Reader Note:: Active search for influencer content to learn about products or topics, as distinct from the 52% who said they watch whatever appears in their feed. The report does not say how often or over what period. 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 never says how this number was measured.

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).

33% of US consumers actively seek out influencer content to learn about products or topics.

Good for

Not for

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