82% Indian Consumers Admit Influencers Shape Their Purchases: Report

iCubesWire surveyed 2,987 Indian consumers and unveiled a report titled 'Influencer Marketing 2024 Reflections, Audience Outlook Forecast 2025'. The report highlights that 82 per cent of consumers admit that influencers significantly impact their purchasing decisions. Covering demographics from cities like Mumbai, Bengaluru and Delhi, with participants earning between Rs 5-20 lakhs annually, the study aims to shed light on the key trends and insights shaping the future of influencer marketing.

The report reveals that 84 per cent of respondents place greater trust in influencers with a following of less than 1 million, indicating the rising appeal of micro and nano-influencers. Furthermore, 84 per cent believe that influencers can profoundly affect a brand’s reputation, underscoring the growing responsibility of influencers in shaping consumer perceptions. However, only 17 per cent of respondents consider celebrity endorsements to be more credible than those by niche influencers.

Instagram emerges as the most preferred platform for influencer content, with 48 per cent of respondents favouring it, while LinkedIn ranks second at 34 per cent, surpassing platforms like YouTube and X. At the same time, consumer trust in influencers can erode due to certain behaviours, with 45 per cent citing promotions of unrelated products as a major turn-off and 32 per cent expressing discontent with repetitive content.

The study also highlights that 40 per cent of consumers value influencers with niche expertise the most, followed by 28 per cent who prioritide an influencer’s ability to connect with their audience. Despite the growing role of social media in commerce, 68 per cent of respondents showed little interest in shopping features on platforms like Instagram and Facebook, signalling potential gaps in the adoption of social commerce.

Speaking on the findings of this report, Sahil Chopra, Co-founder and CEO at iCubesWire said, “We at iCubesWire strongly believe in the value of consumer insights and this survey is an eye-opener. The consumer today builds deep connect with Influencers and is more active on LinkedIn than we anticipated. Influencer marketing is no longer just a branding exercise but has a significant impact on the entire customer purchase funnel.”

The data indicates that in 2025, brands must consider LinkedIn as a key platform for influencer marketing. It highlights the importance of thoroughly evaluating an influencer’s background and content before selecting them as brand ambassadors. Expertise in specific categories and authentic product reviews emerge as critical factors driving consumer trust in influencers. The findings also emphasize the need to create niche content that cultivates a loyal and engaged audience. Additionally, social media shopping features appear to be losing traction, with 68 per cent of consumers showing disinterest or outright aversion to these tools.