Connect MCPStat Check
MisquotedStat checkConfidence: high

61% of consumers trust influencer recommendations vs 38% for brands

Commonly cited as: "61% trust influencers, only 38% trust brands"

Misquoted Confidence: high

Primary source found, but the way it is quoted changes the subject, metric, population or precision.

Safe rephrasing

A May 2020 Matter Communications survey of 1,000 US adults found 61% likely to trust recommendations from friends, family or influencers on social, versus 38% from brands.

What the source says

61% are likely to trust recommendations from a friend, family member or influencer on social platforms.

Matter Communications — Matter Survey Reveals Consumers Find Influencers More Helpful and Trustworthy than Brands During the Pandemic

Commonly cited as
"61% trust influencers, only 38% trust brands"
True origin
Matter Communications — Matter Survey Reveals Consumers Find Influencers More Helpful and Trustworthy than Brands During the Pandemic
Type
Stat check: A widely repeated statistic traced back to its origin.
Year
2020
Data as of
2020
Last checked
Method & sample
1,000 US consumers via a third-party panel, May 2020 (COVID-19 lockdown period).
Drift between quote and source
  • Subject: influencers were bundled with friends and family in one answer
  • Date: pandemic-era sample
Interest
Matter is a PR agency that sells influencer programs.

Sources we opened

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