Observed Signal · Jun 15, 2026 · Research Report · Source: t3n · Impact: 2/5 · Sentiment: Neutral
Influencers Drive Youth Spending Up to €1,200
A study by the German health insurer DAK-Gesundheit and the Universitätsklinikum Hamburg‑Eppendorf (UKE), based on a Forsa survey of 1,005 children and adolescents (and one parent each) conducted Sept 24–Oct 12, 2025, finds that social media and influencers strongly shape shopping among 10–17‑year‑olds. Forty-seven percent said social‑media ads made them aware of products and 40 percent cited influencer recommendations. Nearly four in ten browse online shops weekly; 12.2 percent reported annual online spending up to €1,200. The report flags algorithmic recommendation systems and influencer-driven impulses as risk factors: 1.2 percent of 10–17‑year‑olds qualified as problematic online buyers (1.3% girls, 1.0% boys). Popular platforms cited include Amazon, Temu and Shein. Study authors call for better media literacy and protections from parents, schools and policymakers.
Provides quantified evidence of influencer and algorithmic ad influence on youth spending and flags risks (problematic buyers), relevant to advertisers, platforms and policy but not industry‑shifting.
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Key Takeaways & Evidence Grounding
- Study by DAK‑Gesundheit and Universitätsklinikum Hamburg‑Eppendorf (UKE) based on a Forsa survey of 1,005 children and adolescents and one parent each (24 Sep–12 Oct 2025).
- 47% of 10–17‑year‑olds said social‑media advertising made them aware of products; 40% cited influencer recommendations.
- 12.2% of children and adolescents reported annual online spending up to €1,200; 32.1% spend €10–20 per month; 26.3% spend €21–50 per month.
- 1.2% of 10–17‑year‑olds were classified as problematic online buyers (girls 1.3%, boys 1.0%).
- Top platforms named by respondents include Amazon, Temu and Shein; the report highlights algorithmic advertising and gamified elements used by some platforms.
Connected Companies & Entities
4 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Study: Social Media, Influencers Drive Teen Online Spending
A DAK-Gesundheit and UKE special analysis, reported by dpa and published on t3n, finds social media and influencers strongly influence online shopping among 10–17 year-olds. The study reports 47% of surveyed youths notice products via social-media advertising and 40% via influencer recommendations. While most teens shop rarely, 12.2% said they spend up to €1,200 per year in online shops and 1.2% meet criteria for problematic online buying. Popular destinations include Amazon and Chinese bargain platforms such as Temu and Shein. The representative survey (Forsa) interviewed 1,005 children and adolescents and one parent each between 24 Sept and 12 Oct 2025. Researchers warn algorithmic advertising and influencer content can create strong purchase impulses and call for better education and protection for young people.
Influencers and Creators Shape Consumer Purchases
New YouGov data reported by Retail-News shows social media and creator recommendations are increasingly influencing European shoppers. Across surveyed markets, 18% of consumers frequently rely on social media for shopping inspiration (rising to 33% among 18–29-year-olds). The market for influencer-owned or co-branded products has grown rapidly: German revenues from influencer products rose ~495% between 2020 and 2025. Trust in influencer or celebrity product recommendations is higher among younger cohorts (16% of the German population overall; 24% of Gen Z). Sponsored creator content also prompts follow-up research: many viewers visit manufacturer sites or compare competing products after seeing promoted posts.
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.
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