Gen Z consumers are relying on influencers to make purchase decisions. According to a Kantar study, 44% of Gen Z consumers have bought a product because an online influencer recommended it, compared to 26% of older generations. YPulse has found that 71% of 13-to-37-year-olds are following an online influencer or celebrity online and that 45% have purchased something that an online celebrity (blogger, vlogger, YouTuber, Instagrammer, etc.) has spoken about or recommended. (Mobile Marketer)
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