Which Advertising Channels Most Influence Purchase Decisions?
YouTube wins overall, but TikTok leads for the youngest consumers.
When it comes to influencing consumers’ purchase decisions, some advertising channels are more successful than others, as recent research from Wunderkind reveals. YouTube is the overall clear winner, cited as most influential by 87% of surveyed consumers.
- Facebook was in second place (79%), followed by Instagram (74%), Media Publishers (64%), TikTok (50%) and X (47%).
- But looking at specific age groups, things change: Among 18-24 year olds, TikTok is king for influence (81%).
- On the flip side, only 28% of the 65-74 age group said TikTok was the most influential.
For more insights, download Wunderkind’s 2024 Consumer Insights Report here.
