Thekabarnews.com—Social media influencers are now more influential than ever on consumers’ purchase decisions globally. The Statista Consumer Insights study also found that Brazilian customers were most influenced by influencer endorsements.

The survey also finds that a large number of people now look to content creators and social media influencers to help them make their purchasing decisions. However, they still heavily rely on recommendations from family and close friends.

Influencers are generally online, sharing their day-to-day lives and experiences. Many followers know their lives and they are confident in making decisions.

The poll was conducted among 1,700 to 8,600 internet users aged 18-64 in several countries between April 2025 and March 2026. The respondents were questioned about whether they have ever bought a product advised by a celebrity or social media influencer.

Brazil had the highest rate, with 48 percent of those surveyed saying they bought something after seeing it pushed by an influencer. India was third with 42 percent and China fourth with 38 percent.

The results suggest that influencer marketing can be a viable technique in some emerging countries. In these places, digital influencers are relevant actors in brands’ communication efforts.

The poll indicates that while influencer marketing remains significant in China, it is not as dominant as it once was. Meanwhile, Brazil and India are two of the largest internet commerce marketplaces in the world. They are seeing steady growth in influencer-driven buying.

The most influential English-speaking country was the UK, where 29 percent of consumers said they bought something because of an influencer or celebrity. Next were the United States (24 percent) and Australia (28 percent).

European consumers appeared to be generally more wary of influencer endorsements. Austria 21 percent. Germany 23 percent. The poll showed 17 percent was the lowest in France.

“Except for a few regions, consumers are becoming more receptive to creator-driven advertising, and Europe (Belgium, Netherlands, and Sweden) and Japan are still growing in influencer marketing by a big majority,” stated the survey.

The data shows the growing importance of true digital identities in advertising today. Influencers aren’t like the traditional celebrity endorsement model, where a celebrity is paid to endorse a product.

Influencers develop long-term relationships with their audience by sharing their stories and reviewing products. They also create lifestyle content that makes their endorsement more authentic and trustworthy.

The data reveals how influencer marketing is transforming the way customers shop. Companies continue to pour dollars into creative connections.

Across the world, influencer recommendations are most likely to impact consumers at every stage of their purchasing process.

Influencer recommendations significantly impact consumers at every stage of their purchasing process. But there is quite a bit of geographic variability.

Share of respondents who purchased products based on the endorsement of an influencer or celebrity.