43% of adults follow influencers, with food creators most popular

Rob Clapp

An overview of adults following influencers on social media across 17 markets and by influencer type.

More than two-fifths of adults worldwide follow influencers on social media, and food creators are most popular, according to a consumer survey by YouGov.

Globally, 43% of adults say they follow influencers and this rises to almost three-quarters in the United Arab Emirates (75%), Indonesia (73%) and India (71%). However, less than a third of adults follow influencers in France (30%), the United States (29%), Denmark (27%), Germany (25%) and Great Britain (22%).

Among the types of influencers that adults follow, food creators are most popular. Nearly one-fifth (16%) of adults follow food influencers, with health (12%) and...

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