2025年近乎成名：网红对美国消费者习惯的影响研究报告（英文版）

P AR T OF THE DE N TSU C ON SU ME R N AVIG ATOR SE R IE SALMOST FAMOUS: INFLUENCERS’ GROWING IMPACT ON U.S. CONSUMER HABITSJULY 2025U S E D I T I O N2P AR T OF THE DE N TSU C ON SU ME R N AVIG ATOR SE R IE SABOUT THIS STUDY• The survey was conducted by dentsu via Toluna, an online research panel.• Administered on July 7, 2025.• Distributed among a random sample of 1,000 U.S. respondents 18 years of age or older.• Controls for nationally representative weighting across age, gender, region, race and ethnicity (using the latest publicly available U.S. Census numbers)M E T H O D O L O G Y3P AR T OF THE DE N TSU C ON SU ME R N AVIG ATOR SE R IE SOUR THEMES01TOP CONSUMER INSIGHTS02HOW CONSUMERS ARE ENGAGING WITH INFLUENCER CONTENT03INFLUENCERS’ IMPACT ON PURCHASING DECISIONS04DISCOVERING INFLUENCERS AND THEIR CONTENT05HOW AI IS TRANSFORMING THE INFLUENCER LANDSCAPE4P AR T OF THE DE N TSU C ON SU ME R N AVIG ATOR SE R IE STOP CONSUMER INSIGHTSTHE SOCIAL INTERNET IS REORIENTING AROUND INFLUENCERS VS. PLATFORMSMost followers engage influencers across multiple platforms, denoting how our media consumption is now driven by the personalities we engage with as opposed to the platforms we already use. Celebrities are the most followed personalities, but there are significant nuances across cohorts.TRUST IS THE NEW CURRENCY—NOT EVERY BRAND PARTNERSHIP EARNS ITConsumers expect influencers to be transparent about brand involvement in the content they produce, and they expect them to partner with brands, products, and services that are pertinent to their field of expertise. Over-posting sponsored content is considered an offense worthy of unfollowing.FROM INFLUENCE TO ACTION: THE NEW RULES OF CONSUMER PERSUASIONTypically, the more time passes the less likely an influencer-inspired purchase will take place. Notable exceptions: In-person purchases usually take place after some research, and influencer-inspired B2B purchases can take as long as a week.CONVICTION OVER COUPONS: CONSUMERS WANT PROOF, NOT JUST PROMOSPosts explaining product/service benefits and posts where influencers are trying products and services or using them in daily lives are considered by consumers to be more effective in inspiring purchases than discount codes, vouchers, product unboxing posts or content where brand representatives are being interviewed.INFLUENCER DISCOVERY ISN’T ONE-SIZE-FITS-ALL—PLATFORM CHOICE REFLECTS INTENTYouTube is the platform where most influencer discovery takes place and is especially trusted for its algorithmic recommendations. On the other hand, Instagram is most used when chasing hashtags and is considered to be the platform with the best search capabilities.AS AI FILLS THE FEED, HUMAN VOICE BECOMES A PREMIUM ASSETHalf of consumers say they are turning to human creators as a reaction to the increasing amount of AI-optimized and AI-generated content they see online. AI usage on behalf of human creators is tolerated as long as the ideas and perso