Despite these noteworthy figures, younger generations still trust customer product reviews and recommendations from friends and family more than they do influencers, per Morning Consult.
"For a lot of teens and young adults, the influencers they follow on social media are an important part of their lives, both for entertainment and for inspiration," eMarketer principal analyst Debra Aho Williamson said. "But marketers need to remember that there are many factors that contribute to a purchase decision, and influencers are just one part of the equation."
Morning Consult also found that Instagram and YouTube were the top two platforms on which Gen Zers and millennials followed influencers—though the No. 1 favorite differed between men and women. Women of both generations reported that they like Instagram the most, followed by YouTube. The reverse was true for men of both generations.