Engaging with Social Media Influencers' Health Content
Cross-Sectional Evidence in Austrian Youth
Background of the study
This cross-sectional survey is the first study in Austria to explore how young people use social media, especially influencers, to obtain health-related information and advice. The results provide insights into the epidemiology of influencers and their content, as well as the promotion of health-related products.
Method & Participants
-
Cross-sectional survey conducted from January - March 2024
-
Representative quota-based sample of 1003 Austrian adolescents and young adults
Results of the Study
37.19% follow health influencers
75.37% follow influencers in general
Participants estimated that more than 51% of the social media posts they see are from influencers.
Epidemiology of Influencers
Exposure to Influencer Content
93.42% of participants encounter influencer content at least sometimes, and 82.94% of participants encounter health-related influencer content at least sometimes.
Products or Services Purchased Based on Recommendations by Influencers
52,74% of the participants have already bought a product that was recommended by an influencer.
45,42% Foods and drinks
42,57% Beauty products
31,91% Sport products
31,21% Dietary supplements
26,42% Smartphone apps
23,93% Cookbooks
16,25% Abos or coachings
14,96% Addictive substances
13,06% Medication
12,76% Courses and classes
12,17% Therapeutic services
11,37% Medical self-tests
30,91% of the participants have already bought a product for health purposes that was recommended by an influencer.
Product Purchases:
.png)
What do young people think about influencer marketing?
32.11% of respondents expressed a negative stance towards influencers endorsing health-related products or services, while 23.23% held a positive view. However, almost half of the respondents (44.67%) reported that they actually do not care.
Trust in Health Information Sources
Participants reported to trust (somewhat or very much) the following sources:
Their doctors
Scientists
Public health institutions
79,26%
77,66%
70,29%
Traditional media
Influencers they follow
43,49%
40,18%
Influencers in general
Politicians
26,81%
22,73%
Published in May 2024