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

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...

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