Younger Americans Pay More Attention to ‘Influencers’
Most Americans don’t pay much attention to so-called “influencers” on social media, but they have more impact among young adults.
The latest Rasmussen Reports national telephone and online survey finds that just 10% of American Adults pay a lot of attention to “influencers,” who get paid to promote products on Internet sites like Instagram and TikTok, while 20% pay some attention to them. Twenty-nine percent (29%) don’t pay very much attention to social media influencers, and 35% pay them no attention at all. The number who pay attention to influencers has only increased slightly since our 2023 survey. (To see survey question wording, click here.)
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The survey of 1,291 American Adults was conducted on August 26-27 and 300, 2026 by Rasmussen Reports. The margin of sampling error is +/- 3 percentage points with a 95% level of confidence. Field work for all Rasmussen Reports surveys is conducted by Pulse Opinion Research, LLC. See methodology.
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