Gen Z follows influencers on social media almost as much as they do brands, according to a consumer survey of internet users across 47 countries from target audience company GWI.

When comparing brands and influencers following, it emerges that Gen Z is almost as likely to follow brands as they are to follow influencers, with only 5 percentage points of gap (33% who follow brands and 28% who follow influencers). This gap is almost three times as much for all other generations, between 13 and 15 percentage points.

Why it matters

Almost one-third (28%) of tech-savvy Gen...