Influencers sway young shoppers: German study

Social media and influencers significantly shape the online shopping habits of young consumers, according to a special analysis on media addiction by health insurer DAK-Gesundheit and the University Medical Center Hamburg-Eppendorf (UKE). The study reveals that 47% of boys and girls aged 10 to 17 become aware of products through social media advertisements, while 40% are influenced by recommendations from social media personalities. This pervasive digital marketing can lead to problematic online shopping behaviors, with 1.2% of adolescents in the 10-17 age group already classified as problematic online shoppers. Girls are slightly more affected, at 1.3%, compared to boys at 1.0%. While a majority of young people reported infrequent online shopping, purchasing habits change with age. Notably, 28.5% of 14- to 17-year-olds shop online at least once a month. The study's lead, Kerstin Paschke, highlighted that purchasing decisions often result from a combination of social influence from influencers and algorithmically driven desires. She noted that young people, due to their developmental stage, are particularly susceptible to these manipulative consumer promotion tactics. Nearly four in ten children and adolescents between 10 and 17 browse online shops weekly, with 12.2% spending up to 1,200 euros annually. Around a third spend €10-€20 monthly, and a quarter spend €21-€50. Amazon is the most popular platform, but Chinese sites like Temu and Shein are also gaining traction, attracting users with low prices and gamified shopping experiences. DAK-Gesundheit CEO Andreas Storm stressed the importance of teaching young people to identify advertising and commercial interests online. He called for greater support from parents, schools, and policymakers to protect adolescents from commercial content. The most sought-after products are lifestyle and trend items, including clothing, shoes, accessories, electronics, media, and beauty products.

“

Young people are particularly susceptible to these manipulative mechanisms for promoting consumption due to their neurobiological and psychological development.