That was the central takeaway from the PYMNTS Intelligence report “Generational Pulse: Just How Influential Are Influencers?,” based on a survey of 3,196 consumers in the United States.
The research looked beyond headlines about social media stars and focused on how consumers behave once a recommendation appears on their screens.
The findings suggested that influencers matter, but mainly as one input among many rather than a final authority.
Influencer-driven shopping is widespread but rarely impulsive, the report found. More than half of U.S. consumers buy something recommended by an influencer at least once a year. In most cases, influencer content serves as a trigger that sends shoppers into research mode.
Within that research mode, consumers check reviews, compare prices and look for confirmation elsewhere before opening their wallets.
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Three data points help clarify how this dynamic works in practice:
- Influencer recommendations drive 56% of U.S. consumers to make at least one purchase each year, while 12% do so more than six times annually.
- Among consumers who have bought an influencer-recommended product, 95% said they usually do additional research before buying, often consulting more than one source.
- Overall, 44% of consumers reported returning influencer-recommended purchases less often than other items, compared with 24% who said they return them more often.
The numbers revealed a shift. Influencers appear to help narrow choices rather than replace judgment. Shoppers may trust an influencer enough to explore a product, but not enough to skip their own checks.
Reviews from other buyers remain the most common research tool, followed by online forums, price comparisons and manufacturer websites.
The report also found differences by age and income. Young consumers are more likely to buy influencer-recommended products at least once a year, with Generation Z leading the way. Older consumers participate less often overall, yet they show a higher willingness to make quick purchases when they do engage.
More than 3 in 10 baby boomers said they are open to buying from an influencer after a first encounter, a higher share than younger groups. That pattern runs against common assumptions about who shops impulsively online.
Product category matters as well. Food and cooking influencers stand out across every age group. Nearly half of consumers who have made an influencer-based purchase said they trust food and cooking creators for recommendations, more than any other category.
Technology and beauty influencers follow at a distance. These categories combine practical advice with visual proof, which may help explain their reach.
Additionally, the report found that consumers are more likely to keep influencer-recommended purchases, especially older shoppers. That suggests expectations may be better aligned when products are demonstrated or explained by a familiar voice. Clear context reduces disappointment.
Taken together, the report painted influencers as effective guides rather than closers. They help consumers discover products, set expectations and frame choices.
The final decision still belongs to the shopper. That distinction matters for brands, platforms and payments providers trying to measure real impact. Influence, in this case, is about direction, not control.
At PYMNTS Intelligence, we work with businesses to uncover insights that fuel intelligent, data-driven discussions on changing customer expectations, a more connected economy and the strategic shifts necessary to achieve outcomes. With rigorous research methodologies and unwavering commitment to objective quality, we offer trusted data to grow your business. As our partner, you’ll have access to our diverse team of PhDs, researchers, data analysts, number crunchers, subject matter veterans and editorial experts.
