Influence of influencers on purchasing decisions
According to the Social Media Atlas 2024, commissioned by PER/Faktenkontor Group in collaboration with IMWF/Toluna, compared to the previous year, the impact of influencer marketing on purchasing decisions in Germany decreased slightly in 2023, but remained above 2022 levels. This trend coincides with a small decline in social media usage.
Social media usage in 2024
German social media users now spend an average of nearly 19 hours per week on platforms like Instagram - a decrease of 2.1% from 2023. The decline is particularly noticeable among the 40-49 age group, with a drop of 6.4%.
Social media platforms are increasingly being used for product information, with YouTube and Instagram leading the way. However, usage patterns differ significantly by age group. Generation Z, for instance, prefers Instagram—using it twice as much as the general population. TikTok is also notably more popular among Gen Z, with 49% favoring the platform. The recent change in TikTok rules to allow alcohol promotion, will be relevant to this age group,
Source: Social Media Atlas 2024, commissioned by PER/Faktenkontor Group in collaboration with IMWF/Toluna (https://www.faktenkontor.de/studien).
"Consumers are planning their purchases more and more online."
André Weltz, CEO, Badischer Winzerkeller says "we utilize a 360-degree content calendar to engage with relevant consumer occasions in detail through compelling content for our brands. This is crucial as it allows us to create added value for online shoppers. Major retailers are increasingly focusing on loyalty programs and digital customer engagement. In response, we are strengthening our digital media department, including additional staffing."
