When asked who they were more likely to be influenced by online, this age group’s most popular answer was family members ( 43%), followed by friends ( 26%). Just 3% said they were most likely to be influenced by accounts with a high number of followers, and 2% said colleagues. 

In contrast, those in older age groups all identified friends as their biggest influence, with 41% of 25-34 year-olds giving that answer, and 38% of 35-44 year-olds and 39% of 45-54 year-olds saying the same. 

“This research has cast a whole new light on who millennials are most influenced by," said Helen Southgate, UK MD at affilnet. "With parents the most selected category it’s clear that they feel family is still the biggest influence on them.”