Millennials most influenced by family online

Millennials are most influenced by their friends and influencers on social media, right? Wrong, according to new research. The younger generation is, in fact, more likely to be influenced by those much closer to them - their family.

by Helen Leggatt

In a survey of more than 2,000 Brits by affiliate marketing network affilinet, 43% of Millennials said it was 'family members' who were the most likely to influence them online, almost double the number that answered 'friends' (26%). Instead, it was older generations for which 'friends' were their biggest online influence, particularly those age between 25 and 34 (41%).

"This research has cast a whole new light on who Millennials are most influenced by," said UK Managing Director at affilinet, Helen Southgate. "With parents the most selected category it's clear that they feel family is still the biggest influence on them."

Just 3% of Millennials cited social media accounts with a 'high number of followers' as influencing them online, and just 2% were influenced by 'colleagues.

Earlier this year, affilinet asked Brits "What makes you consider a person or online account to be 'influential'?" to which 36% stated that they would have to be 'an expert on a subject', 29% would have to 'trust their opinion' and 17% would need to 'relate to their circumstances'. Furthermore, 11% said an influencer had to be 'famous' and just 9% said that they would expect an influencer to have 'lots of followers'.