Young consumers can be easily influenced, with 62 percent asking for advice before buying a product, finds Starcom in the Influence Me – Romanian Youth Use of Influence graph, which focuses on what influences young people in the 18-24 age demographics, when it comes to buying 5 categories of products: sweet & snacks, drinks, gadgets, personal care & fashion.
Also, 52 percent of young people give advice to friends regarding acquiring a product, while 32 percent are searching online the services and products they want to acquire.
Social networks, friends/relatives and specialized publications are the most versatile influencers, having influence in 3 out of 5 categories of products, given that 67 percent of youth communicate with friends in social networks weekly.
Celebrities are also important influencers, since 22 percent of youth admit being influenced by a recommendation from a celebrity when choosing a product while 19 percent admit trusting the products that were recommended by celebrities.
However, most influencers have a targeted influence in only one category of products, based on their area of expertise. Therefore, a mother or a specialized professional should not be influenced as it can exercise first ranking influence in a certain area.