1、PART OF THE DENTSU CONSUMER NAVIGATOR SERIESALMOST FAMOUS:INFLUENCERS GROWING IMPACT ON U.S.CONSUMER HABITSJULY 2025US EDITION2PART OF THE DENTSU CONSUMER NAVIGATOR SERIESABOUT THIS STUDY The survey was conducted by dentsu via Toluna,an online research panel.Administered on July 7,2025.Distributed a

2、mong a random sample of 1,000 U.S.respondents 18 years of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers)M E T H O D O L O G Y3PART OF THE DENTSU CONSUMER NAVIGATOR SERIESOUR THEMES01TOP

3、 CONSUMER INSIGHTS02HOW CONSUMERS ARE ENGAGING WITH INFLUENCER CONTENT03INFLUENCERS IMPACT ON PURCHASING DECISIONS04DISCOVERING INFLUENCERS AND THEIR CONTENT05HOW AI IS TRANSFORMING THE INFLUENCER LANDSCAPE4PART OF THE DENTSU CONSUMER NAVIGATOR SERIESTOP CONSUMER INSIGHTSTHE SOCIAL INTERNET IS REORI

4、ENTING AROUND INFLUENCERS VS.PLATFORMSMost followers engage influencers across multiple platforms,denoting how our media consumption is now driven by the personalities we engage with as opposed to the platforms we already use.Celebrities are the most followed personalities,but there are significant

5、nuances across cohorts.TRUST IS THE NEW CURRENCYNOT EVERY BRAND PARTNERSHIP EARNS ITConsumers expect influencers to be transparent about brand involvement in the content they produce,and they expect them to partner with brands,products,and services that are pertinent to their field of expertise.Over

6、-posting sponsored content is considered an offense worthy of unfollowing.FROM INFLUENCE TO ACTION:THE NEW RULES OF CONSUMER PERSUASIONTypically,the more time passes the less likely an influencer-inspired purchase will take place.Notable exceptions:In-person purchases usually take place after some r