Recommendations on social media influence purchases of 36% of Poles
According to a survey by the Institute of Market and Social Research (IBRiS) for Santander Consumer Bank (SCB), 36% of Poles are influenced by social media recommendations, while 52% trust recommendations from family and friends the most. This influence is highest (59%) among those aged 18-29. Trusted sources include personal acquaintances (52%), independent reviewers (26%), and general users (20%).
Influencers play a larger role (35%) among younger consumers, though overall only 17% follow their advice. Women (45%) are more influenced by social media recommendations than men (26%). Popular recommended purchases include cosmetics (34%), clothing (29%), books and electronics (23-24%). Social media is increasingly integrated into the shopping process, especially among middle-aged consumers.
