Almost half of all consumers (49%) make purchases at least once a month because of influencer posts, but many still underestimate the impact influencer marketing has on their buying decisions.

Overall, trust in influencers is holding steady if not on the rise, as nearly half of consumers trust influencers as much as they did six months ago, and another 30% trust them more.

Millennials and Gen Z consumers are the most trusting—in part because they grew up with influencer marketing on social and know they’re being sold to (and they’re okay with it).