NEWS17 August 2016

Young people ‘more influenced by family than friends’

News Trends UK Youth

UK — Those aged 18-24 years old are more likely to be influenced online by family members than friends, according to new research from affiliate marketing network.

Millennials crop

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.”