Observed Signal · Jul 29, 2026 · Market Research Report · Source: Horizont · Impact: 2/5 · Sentiment: Positive
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.
The study reinforces the commercial relevance of influencer and creator marketing across age groups, informing brands, agencies, and social media strategies; however it is not a platform policy change or major technical development.
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Key Takeaways & Evidence Grounding
- Publicis published a study showing influencers increasingly affect product preferences and purchase decisions across all generations.
- The article states that the majority of consumers are inspired by influencers when shopping.
- The Publicis study reports which content types are particularly in demand on different social media platforms.
- Article published on Horizont and authored by Helena Birkner on 2026-07-29.
Connected Companies & Entities
2 Entities mapped“Wie sehr die Creators Konsumentscheidungen prägen und welche Inhalte auf den verschiedenen Social-Media-Plattformen besonders gefragt sind, ...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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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.
Publicis Study: Influencers Drive Direct Sales
A new study from the agency network Publicis finds that digital word-of-mouth from influencers increasingly outperforms classic advertising and that influencer marketing is shifting from a branding/entertainment format toward becoming a direct driver of sales. The article reporting the study was published by Lebensmittelzeitung on July 29, 2026, and authored by Marco Hübner.
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.
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