Overview
- Pew Research Center, drawing on an analysis of 12,800 influencer accounts and two national surveys, reports that about 40% of U.S. adults ever get health or wellness information from influencers or podcasts.
- Most people who see this content say they stumble on it rather than search for it, with 67% reporting incidental exposure compared with 33% who look for it on purpose.
- A desire to make a health or lifestyle change leads the reasons people turn to these sources at 41%, and entertainment ranks high as well, especially for adults ages 18 to 29 where one-third call it a major reason.
- Fitness, weight loss, and beauty or personal appearance are the topics people most often hear, with younger adults more likely to see fitness and mental health content and women far more likely than men to hear beauty guidance.
- Compared with information from health care providers, 38% describe influencer guidance as not too or not at all different, 43% call it somewhat different, and 18% say it is very or extremely different.