According to the survey, the highest levels of influencer-driven buying were found in Brazil, India, and China, where online figures hold significant sway over consumer choices. In Brazil, nearly half of respondents in 2025 said they purchased products promoted by influencers, up from 36 percent in 2019. India saw a similar rise, from 27 percent to 42 percent, reflecting the expanding reach of local and international creators across digital platforms.
China, while still ranking high at 39 percent, recorded only a slight increase from 37 percent six years earlier, suggesting that the market has reached a point of maturity rather than decline.
The report also highlights growing influence across other regions. South Korea doubled its share of influencer-influenced consumers from 17 to 33 percent, while Mexico held steady at around one-third. In Italy, 24 percent of respondents admitted to making purchases based on celebrity or influencer promotions, the highest figure among European nations surveyed.
Other Western markets showed more modest engagement. In the United States, Germany, and the Netherlands, fewer than one in four consumers said they had been persuaded by online personalities, though the numbers have steadily climbed since 2019. Japan remained the least affected, with 11 percent influenced by such promotions, up slightly from just 4 percent six years ago.
Despite these differences, the data points to a shared global trend, i.e. influencer marketing continues to gain traction, particularly in emerging digital markets. As consumers blend personal trust with parasocial familiarity, the boundary between social connection and commercial persuasion grows increasingly thin.
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Note: This post was edited/created using GenAI tools.
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References
- ^ Statista (www.statista.com)
- ^ ChatGPT Tops Global Downloads as TikTok Retains Revenue Crown in September App Rankings (www.digitalinformationworld.com)