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.
Key Takeaways & Evidence Grounding
- 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.
Connected Companies & Entities
11 Entities mappedMeta
Consumer internet platforms monetised through advertising, apps, subscriptions and VR.
Publicis Media
German media agency network for planning, buying and optimising advertising.
“The Publicis Media Data Studio conducted the study “Publicis More: Influencer Impact” and surveyed 1,300 people in Germany....”
Professional social platform for hiring, advertising, sales and learning.
“LinkedIn is listed in the cookie table as the creator of marketing cookies such as bcookie and li_gc....”
Publicis Groupe
Global advertising, media, consulting and data services group.
“Publicis presented a larger study arguing social media influences the shopper customer journey more strongly than classic media....”
MEEDIA
Marketplace for licensing creator-owned images and video content.
“MEEDIA is the publisher of the article and reports on the intersection of media and brands....”
WordPress
Open-source CMS ecosystem stewarded by a US non-profit foundation.
“WordPress is listed as the creator of the wordpress_test_cookie used on the site....”
Datareporter
Austrian SaaS for consent and 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 for infrastructure, applications, logs, and telemetry.
“DataDog is listed in the site's cookie table as the creator of a session analytics cookie (ID)....”
Medienfachverlag Oberauer
DACH trade publisher for media, PR and printing professionals.
Cloudflare
Cloud platform for security, performance, and edge application delivery.
“CloudFlare is listed in the cookie table as the creator of the __cf_bm cookie....”
Search, video, adtech and cloud giant within Alphabet.
“Google is listed in the cookie table (e.g., _ga cookies) as a creator of analytics cookies with one-year retention....”
Ontology Mapping & Concepts
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