2023-06-15 07:42:53
They are admired by young people and young adults, but the majority of French people do not always see them with a good eye. A study conducted by the Cetelem Observatory and Harris Interactive, released this Thursday, reveals that 70% of French people questioned have a rather bad image of influencers. But we also learn that many of them follow several, and partly rely on them to make recommendations in culture, beauty, fashion or even cooking. What confirm the mixed feeling of the French vis-à-vis the stars of the Net.
In this study conducted on a sample of more than 1,000 people, 70% of those questioned said they had a “rather bad” or even a “very bad” image of influencers. A bad image surely fueled by the many controversies linked to the abuses of some of the stars of the industry, pinned down for deceptive commercial practices, the promotion of harmful or counterfeit products.
“Spontaneously associated with a mercantile universe (“money”, “products”, “sell”, “ ” are terms frequently cited in spontaneous evocations), influencers immediately arouse a certain mistrust on the part of the population, the idea of “scam” being for example often mentioned”, specifies the study.
Popular kitchen and culture accounts
Because of these controversies, between 64 and 70% of French people say they do not trust the recommendations of influencers, whether they are products or services presented within the framework or outside of a partnership.
However, the latter also admit that the opinions of influencers affect their purchases, their hobbies and their centers of interest. 47% of French people say they consult cooking accounts, 43% culture, 39% travel, and 38% follow sports and fitness influencers.
Around a third of respondents are also interested in beauty, fashion, decoration, science, politics or society content. One in three French people also admits having discovered a new product or a new brand through an influencer.
A profession that especially young people dream of
The balance tips more in favor of influencers on the younger side: while 77% of 50-64 year olds and 68% of 35-49 year olds have a poor image of online content creators, 50% of 15-24 year olds say, on the contrary, to have a good image of these stars of the Net.
“Although a climate of mistrust has settled in France vis-à-vis influencers, they enjoy a certain aura among the youngest and really impact consumer choices today. Aware of the power of influence of social networks and the risks associated with their use, Gen Z feels an attraction for the profession of influencer who might see his image restored with the aging of the population”, comments Flavien Neuvy, director of the Cetelem Observatory.
“50% of 15-24 year olds indicate an appetite for this status” of influencer, recalls the study, compared to 36% among 25-34 year olds, and 4% among those aged 65 and over. The profession of content creator is therefore not the dream of the majority of French people, but it clearly appeals to a good part of young people.
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