Industry surveyBBB National Programs, 2025

Only 5% of U.S. consumers completely trust influencer advertising, while 26% do not trust it at all.

Channel validation

Consumer Trust Levels in Influencer Advertising, by Degree of Trust (%)

Trust Completely5%
Trust Somewhat69%
Do Not Trust26%

Consumer Trust Levels in Influencer Advertising, by Degree of Trust (%)
Trust Level	Share of Consumers (%)
Trust Completely	5%
Trust Somewhat	69%
Do Not Trust	26%

Reader Note:: The three options split 5% completely, 69% somewhat and 26% not at all, so the 74% usually quoted as trust in influencer advertising is almost entirely the “somewhat” group. More than nine in ten respondents were women, so this is close to a women-only reading, and the answers are stated attitudes rather than anything observed.
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.

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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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).

Only 5% of U.S. consumers completely trust influencer advertising, while 26% do not trust it at all.

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