Share of influencer subscribers on social media Germany 2021

In 2021, 21 percent of the German population subscribed to influencer accounts on social media. 78.7 percent did not. The survey is based on the Verbrauchs- und Medienanalyse (VuMA), which provides information on more than 1,000 brands and almost all products advertised in the media. The reports presents data on usage and purchase behavior, media usage as well as attitudes of the German-speaking population aged 14 years and older.

于2021年，德国人口中约有21%订阅了社交媒体上的网红账户，而78.7%则未订阅。该调查基于Verbrauchs- und Medienanalyse（VuMA）报告，该报告提供了关于超过1,000个品牌及几乎所有在媒体中广告的产品信息。报告呈现了关于使用和购买行为、媒体使用情况以及14岁及以上德语使用人群的态度数据。