#GemiusBaltic: Social media and influencers effect on purchasing decisions
Almost 20% of Lithuanian internet users say they have bought a product or a service after seeing an influencer's recommendation on social media. #GemiusBaltic presents: social media and influencers effect on purchasing decisions in 2021.
The representative research was carried out using an online questionnaire, which was displayed randomly between January and March to Lithuanian internet users who visited the most popular websites in the country. 2159 of Internet users aged 15-74 participated in the study. According to the latest e-commerce data for 2021, Lithuanian and foreign influencers are being followed by 32.3% of Lithuanian internet users on social media. This is 4.7% less than last year. However, this year, respondents listed 313 influencers - 54 more than previous year.
17.6% of Lithuanian internet users say they have bought a product or service after seeing an influencer's advertisement / recommendation on social media, while 74.7% of respondents say they have not bought a product or service this way. Compared to last year, the number of respondents who say they have bought a product or service after seeing an influencer's advertisement / recommendation on social media has decreased by 3.4%, while the number of respondents who say influencers do not influence their purchases has increased by 3.7%.
Lithuanian respondents also were asked to indicate on which social media and websites they have a personal profile and which ones they use the most. Facebook, YouTube and Instagram were the three social networks where the number of unused or very rarely used profiles of Lithuanians is relatively low. For example, 92.9% of respondents say they have a personal account on Facebook, and 86.5% of them name it as the one they use the most. Meanwhile, the usage of YouTube and Instagram are quite similar, with 47.2% of respondents claiming to have a personal account on Youtube, 46.1% on Instagram, and an average of 26% of respondents naming them as the social network they use most often. In addition to these major social networks, another social network - LinkedIn - has also seen significant growth in 2021. 33.3% of Lithuanian internet users say they have a personal account on LinkedIn, which is 5.4% more than last year, and 8.7% of respondents, 2.7% more than in 2020, name LinkedIn as the social network they use the most.
Respondents were asked which specific influencers they associate with a certain group of goods / services. This year, Karolina Meschino was ranked as number one by 8.1% of respondents, in the second position – Agnė Jagelavičiūtė 6.4%, and third – Natalija Bunkė 4.4%.