Key influencer marketing stats 2018

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Because Creative Experiences

Take a look at some key stats from our Influence of Experience market research whitepaper.

Marketing

The Influence of Experience
Keytakeawaystats

The Influence of Experience
We recently published our “Influence of Experience” report
based on new research amongst 1,000 UK consumers aged
18-40, looking at the connection between experience and
influence.
We’ve pulled out the most compelling and interesting stats
from our report as key takeaways. Take a look…

Consumers are on average 5x more
influenced by their friends and family
than celebrities when they are making
a purchase decision.

The Influence of Experience
Keytakeawaystats
70% of consumers will pass on a
product recommendation to other
people

72% of consumers often buy products
or services which are recommended to
them

91% of people think “The best way to
sell me a new product or service is to
allow me to experience it”

84% of UK consumers admitted to
someone else generally influencing
their buying decisions

Friends (50%), partners (49%) and
parents (39%) are the three most
influential groups of people on
people’s buying decisions.

58% of consumers who have been
recommended a product or service
in the last 12 months have gone on
to buy.

85% of consumers have made at least
one product recommendation in the
last 12 months.

Chatting face to face is the most
preferred method for making (77%)
and receiving (66%) recommendations.

The Influence of Experience
Want to learn more about the power of influence and just
how important experience is when it comes to influencing
others?
You can download the full research report.
Want help with your next influencer marketing campaign?
Get in touch now to see how we can help.

Because is a creative experiences
agency, with studios around the world
We help brands realise their marketing
ambitions through meaningful,
memorable and magical live, digital
and virtual experiences.
Because London
Mappin House 4 Winsley
Street, London, W1W 8HF
Because Ascot
39 High Street Ascot,
SL5 7HY
e: london@becausexm.com
t : +44 (0) 20 3371 3337
w: becausexm.com

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Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits. To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups. Technology For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did. While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis. Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad. Age and Gender When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same. Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers. Race Affects Attitudes As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).

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Key influencer marketing stats 2018

1. The Influence of Experience Keytakeawaystats

2. The Influence of Experience We recently published our “Influence of Experience” report based on new research amongst 1,000 UK consumers aged 18-40, looking at the connection between experience and influence. We’ve pulled out the most compelling and interesting stats from our report as key takeaways. Take a look…

3. Consumers are on average 5x more influenced by their friends and family than celebrities when they are making a purchase decision.

4. The Influence of Experience Keytakeawaystats 70% of consumers will pass on a product recommendation to other people

5. 72% of consumers often buy products or services which are recommended to them

6. 91% of people think “The best way to sell me a new product or service is to allow me to experience it”

7. 84% of UK consumers admitted to someone else generally influencing their buying decisions

8. Friends (50%), partners (49%) and parents (39%) are the three most influential groups of people on people’s buying decisions.

9. 58% of consumers who have been recommended a product or service in the last 12 months have gone on to buy.

10. 85% of consumers have made at least one product recommendation in the last 12 months.

11. Chatting face to face is the most preferred method for making (77%) and receiving (66%) recommendations.

12. The Influence of Experience Want to learn more about the power of influence and just how important experience is when it comes to influencing others? You can download the full research report. Want help with your next influencer marketing campaign? Get in touch now to see how we can help.

13. Because is a creative experiences agency, with studios around the world We help brands realise their marketing ambitions through meaningful, memorable and magical live, digital and virtual experiences. Because London Mappin House 4 Winsley Street, London, W1W 8HF Because Ascot 39 High Street Ascot, SL5 7HY e: london@becausexm.com t : +44 (0) 20 3371 3337 w: becausexm.com

Key influencer marketing stats 2018

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