Only a quarter of Germans consider product recommendations from social media stars to be credible, shows a recent EY-survey. 46% of respondents stated that they are almost never guided by influencers, while at 27%, the proportion of Germans who follow influencers at all is well below the global average of 45%.
19% of Germans said they would buy products more often if they were presented by influencers, which, when compared internationally shows that Germany is again well below the global average of 26%.
On an global level, many European countries also show an average scepticism towards products advertised by influencers. This shows that even though influencer marketing is becoming increasingly popular even among diverse age groups, the accessibility of product marketing does not directly translate to credibility.
