Gen Z Discovers Products Through Influencers Almost as Often as Search Engines, Data Shows
Social media influencers and bloggers are now the ninth most common way Americans discover new products, cited by 27% of U.S. adults, according to YouGov Profiles data. Among Gen Z, that figure jumps to 41%, nearly level with search engines and ahead of every other discovery channel except recommendations from friends, family, or colleagues.
The data, drawn from a 52-week rolling dataset collected between June 2025 and June 2026, positions Influencer Marketing as a mainstream discovery channel with a sharp generational skew.
Influencers Close In on Search Among Younger Consumers
Across all U.S. adults, word of mouth remains the top discovery channel at 51%, followed by retail browsing at 44% and search engines at 42%. Influencers and bloggers trail at 27% overall.
The picture changes among Gen Z. Search engines lead marginally at 42%, with influencers or bloggers close behind at 41%, ahead of product reviews on websites, blogs, or social media at 37%.
The starkest contrast is with traditional broadcast advertising. Just 19% of Gen Z discover new products through TV or radio commercials, compared with 41% who do so through influencers or bloggers. The pattern flips for older consumers: among Baby Boomers and older, 41% cite TV or radio commercials as a discovery source, versus only 13% who cite influencers or bloggers.
MrBeast Tops Positive Ratings Among Discovery Audience
Among Americans who say they discover products through influencers or bloggers, MrBeast holds the highest positive rating at 34%, followed by Marie Kondo at 32%. Markiplier, Zach King, and Kylie Kelce each register 27%.
The broader top 20 spans entertainment, gaming, lifestyle, health, comedy, education, and internet culture, including Dr. Mike Varshavski, Brittany Broski, Mark Rober, Emma Chamberlain, Khaby Lame, and The Try Guys.
Discovery Through Influencers Tracks With Higher Brand Consideration
YouGov’s analysis also found that Gen Z consumers who discover products through influencers show higher consideration scores for several brands than Gen Z overall.
CeraVe, which has built its marketing around dermatologist creators and “skinfluencer” content, posts a Consideration score of 43% among Gen Z who discover products via influencers, compared with 37% among Gen Z overall. e.l.f. Cosmetics shows a similar gap: 28% versus 21%.
The pattern extends beyond beauty. Prime Hydration, known for creator-led marketing, records Consideration of 8% among Gen Z influencer-discoverers versus 5% among Gen Z overall. Dunkin’, which has run partnerships with high-profile creators, sees Consideration of 44% among that group compared with 38% among Gen Z overall.
Methodology: YouGov Profiles data is collected continuously through rolling surveys rather than a single questionnaire. The figures cited are drawn from responses collected between June 2025 and June 2026, using a 52-week dataset updated weekly. The data is nationally representative of U.S. adults 18 and older, weighted by age, gender, education, region, and race.