New survey results exclusively previewed by Chain Store Age reveal limits on the effectiveness of online influencers.
According to a survey of 1,000 US adults commissioned by online expert review platform The Desire Companyinitially released to Chain Store Age, nearly all (90%) respondents are overwhelmed to some extent by volume of product information when shopping online. However, this does not necessarily translate to reliance on influencers.
In fact, a vast majority of respondents (87%) said it is likely that influencers don’t even use the products they advertise and only 11% believe that a social media influencer with millions of followers is a trustworthy source of information.
More than four in five (82%) respondents who have purchased something based on an influencer’s pitch say they have had some sort of negative experience with the product, with the most common being that the product didn’t match the influencer’s claims (41%