89% of these consumers said it's important for the influencer to be a "nice person", while 86% prefer influencers who don't hard-sell.
And of course, millennials and Gen Z follow fashion and lifestyle influencers, with further breakdown as follows:
- 80% - beauty and grooming
- 74% - fashion and style
- 71% - meditation and mindfulness
- 68% - books and literature
- 68% - interior design
- 66% - health and wellness
This means that younger consumers prefer influencers whom they can trust for good advice. That is important, particularly in a social media ecosystem that's flooded with questionable content and misleading information.