Consumers under the age of 30 are five times more likely to purchase a product online either promoted or reviewed by a social influencer than an endorsed item from a traditional celebrity.

Exploring consumer purchase behaviour online, affiliate marketing network affilinet surveyed 2,293 adults in the UK aged 18-30 on what they believed had the most affected on their spending habits. Those taking part were asked if they watched video content from YouTubers or read content written by influencers online, followed by any items purchased or experienced during the past 12 months.

“Viewing content”

Findings show just under two thirds (63%) mentioned they view content from an influencer at least once or more a week. A further 28% said they watched content from YouTubers or read review content on a fortnightly basis.

When asked how many influencers they made an effort to subscribe to the pages or channels, 18 was the average amount of influencers consumers would follow.

Out of those who purchased a product over the past year following an influencer promoting or discussing the item on their platforms, more than half (51%) admitted they had bought something on a least one occasion.

On the types of items purchased, clothing items came out on top (44%) followed by make-up and beauty products (36%), video games (21%), home furniture (16%) and kitchen appliances (12%). Consumers spend on average £285 on an item reviewed or discussed by an influencer.

Finally, all respondents were asked if they’d been inspired in the same way to buy items traditional celebrities had been associated with. Just one in 10 (9%) admitted they’d parted with money in an attempt to replicate the look or lifestyle of a celebrity.

“It seems that influencers are the new A-listers when it comes to inspiration for how we dress, look, decorate, cook and live our lives,” commented Richard Greenwell, head of affiliate development at affilinet.

“Not only are many YouTubers and bloggers relatable in the sense many of them still live relatively ‘normal’ and down-to-earth lives, there is also the notion in many consumers’ minds that they can much more easily attain the lifestyles of some of the more well-known and successful influencers if they set up their own blog, YouTube channel or Instagram page.” Greenwell concluded.