Observed Signal · Jul 30, 2026 · Research Study · Source: Meedia · Impact: 3/5 · Sentiment: Positive
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.
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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
“The Publicis Media Data Studio conducted the study “Publicis More: Influencer Impact” and surveyed 1,300 people in Germany.”
“Publicis presented a larger study arguing social media influences the shopper customer journey more strongly than classic media.”
“MEEDIA is the publisher of the article and reports on the intersection of media and brands.”
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Ontology Mapping & Concepts
Related Market Signals & Shifts
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Publicis Study: Influencers Shape Shopping Across Generations
A Publicis study finds that influencers increasingly shape what products people like and buy across all generations. The research shows that the majority of consumers draw shopping inspiration from creators and highlights which types of content are most sought-after on various social media platforms. The article reporting the study was published by Horizont on July 29, 2026, written by Helena Birkner.
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.
Majority of German Youth Buy Based on Influencer Recommendations
According to the Postbank Youth Digital Study 2026, 54% of German youth aged 16-18 have purchased products based on influencer or blogger recommendations within the past six months, up from 41% in 2020. The study, which surveyed 1,000 young people in July 2026, also reveals that TikTok has become the most preferred platform for social shopping, cited by 55% of those who use or are interested in social shopping, a 15 percentage point increase year-over-year. Instagram follows at 39%. Additionally, 44% have used social shopping at least once, and 25% have done so repeatedly. The findings highlight the growing importance of social media as a sales channel and the shift toward in-app purchases.
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