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On social media, younger shoppers are far more likely to trust brands and influencers, while older shoppers prefer retailers. Just 9% of baby boomers worldwide follow and buy from accounts run by influencers, compared with more than 40% of Gen Zers and millennials.

Beyond the chart: As Gen Z increasingly enters adulthood and rises in spending power, marketing dollars will flow toward the channels where these younger buyers shop.

This push for youthful engagement is clear in the US, where influencer marketing spend will grow by 27.8% to $4.99 billion this year, up from $3.90 billion in 2021, and continue to increase by double-digit rates through 2024, per our forecast.

Source: eMarketer

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