New research has revealed that millennials, those aged 18-24 years old, are most likely to be influenced by their family members, beating friends, colleagues and social media stars to the top spot in the sphere of influence for the age group.
The belief that young people are most heavily influenced by their friends does not actually ring true, according to new research. Those aged between 18-24 years old are actually still more likely to be influenced by their mum and dad than their best friend, the poll revealed.
The team at affiliate marketing network affilinet commissioned the research to investigate Britons’ online social media habits. 2,004 Britons were polled as part of the research and were split into a range of age groups, including 18-24, 25-34, 35-44 and 45-54 years old.
All respondents were asked: “Who are you more likely to be influenced by online?” to which the most popular answer of the millennial group (aged 18-24), was ‘family members’ (43%); almost double those that answered ‘friends’ (26%). By comparison, just 3% stated that they were most likely to be influenced by accounts with a ‘high number of followers’, such as celebrities, and just 2% were most influenced by ‘colleagues’.
When considering who the older respondents were most likely to be influenced by, however, the groups aged 25-34, 35-44 and 45-54 all specified that ‘friends’ were their biggest influence; with 41%, 38% and 39% of their votes respectively.
UK Managing Director at affilinet, Helen Southgate, said the following:
“This research has cast a whole new light on who Millennials are most influenced by. With parents the most selected category it’s clear that they feel family is still the biggest influence on them.”
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