Industry surveyBBB National Programs, 2025

58% of US consumers have made a purchase because of an influencer endorsement.

Channel validation

58%

of U.S. consumers have made a purchase as a result of an influencer endorsement as of February 2025

Reader Note:: Self-reported purchases over an unstated period, with no check against actual transactions. Of those who did buy, 35% said they had made four to six such purchases, so for a large share of them this is repeated rather than one-off. 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).

58% of US consumers have made a purchase because of an influencer endorsement.

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