Observed Signal · Jul 30, 2026 · Research Study · Source: Meedia · Impact: 3/5 · Sentiment: Positive
Influencer Marketing Market: Publicis Study: Influencers Drive Purchase Decisions
A Publicis Media study, “Publicis More: Influencer Impact,” surveyed 1,300 people aged 18–75 in Germany (data collected online 8–22 June 2026) and finds influencer content plays a major role across the customer journey. Two-thirds of platform users consume influencer content at least daily; Instagram (75%), TikTok (73%) and YouTube (62%) show the highest daily usage. Overall, 40% said they discovered products or trends via influencers (54% Gen Z), 47% have bought an influencer-recommended product (59% Gen Z), and more than half in every generation rate social media influence higher than classic media. The study also reports generational differences in preferred formats (short vs. long video) and platform use for entertainment, inspiration and information.
The study quantifies influencer impact across the customer journey and shows generational shifts toward social media for discovery and purchase — relevant for media planning, attribution and investment in creator strategies.
Wichtigste Kernpunkte & Evidenz
- Publicis Media Data Studio surveyed 1,300 people in Germany aged 18–75 for the study “Publicis More: Influencer Impact.”
- Data collection took place online from 8 to 22 June 2026.
- Two-thirds of users of the examined platforms consume influencer content at least once daily; daily usage: Instagram 75%, TikTok 73%, YouTube 62%.
- 40% of respondents said they discovered products or trends via influencers (54% in Gen Z); 47% purchased a product recommended by influencers (59% in Gen Z).
- More than half of respondents in every generation rate the influence of social media higher than that of classic media.
Verknüpfte Unternehmen
11 verknüpfte UnternehmenMeta
Konsumentenorientierte Internet-Plattformen, die durch digitale Werbung, Apps, Abonnements und Virtual Reality monetarisiert werden.
Publicis Media
Deutsches Mediaagentur-Netzwerk für die strategische Planung, den Einkauf und die Optimierung von Werbekampagnen.
“The Publicis Media Data Studio conducted the study “Publicis More: Influencer Impact” and surveyed 1,300 people in Germany....”
Professionelles soziales Netzwerk für Personalbeschaffung, Werbung, Vertrieb und Weiterbildung.
“LinkedIn is listed in the cookie table as the creator of marketing cookies such as bcookie and li_gc....”
Publicis Groupe
Globaler Konzern für Werbung, Media, Consulting und Datendienstleistungen.
“Publicis presented a larger study arguing social media influences the shopper customer journey more strongly than classic media....”
MEEDIA
Ein dezentralisierter B2B-Marktplatz für die direkte Lizenzierung und Distribution von Creator-Owned Bild- und Video-Content ohne intermediäre Friktion.
“MEEDIA is the publisher of the article and reports on the intersection of media and brands....”
WordPress
Ein Open-Source-CMS-Ökosystem, das von einer US-amerikanischen Non-Profit-Stiftung verwaltet wird.
“WordPress is listed as the creator of the wordpress_test_cookie used on the site....”
Datareporter
Österreichischer SaaS-Anbieter für automatisiertes Consent Management und DSGVO-konforme Enterprise-Privacy-Compliance.
“DataReporter GmbH is listed in the site's cookie table as the creator of consent-related cookies (e.g., cookieconsent_mode, cookieconsent_st...”
Datadog
Cloud-Observability-Software für die Überwachung von Infrastruktur, Anwendungen, Logs und Telemetriedaten.
“DataDog is listed in the site's cookie table as the creator of a session analytics cookie (ID)....”
Medienfachverlag Oberauer
Führender DACH-Fachverlag für Medien-, PR- und Printing-Professionals mit integrierter B2B-Plattform-Infrastruktur für hochpräzises Audience-Targeting.
Cloudflare
Globale Cloud-Plattform für Sicherheit, Performance und Edge-Application-Delivery.
“CloudFlare is listed in the cookie table as the creator of the __cf_bm cookie....”
Suchmaschinen-, Video-, AdTech- und Cloud-Gigant innerhalb des Alphabet-Konzerns.
“Google is listed in the cookie table (e.g., _ga cookies) as a creator of analytics cookies with one-year retention....”
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