Instagram, Snapchat, TikTok and others are part of the daily lives of the general public. While some use them for entertainment, others use them for information or to keep abreast of brand news. But do these networks have a real impact on the way the French consume? To answer this question, Toluna Harris Interactive conducted a survey on behalf of Observatoire Cetelem.
The study was carried out online between May 25 and 26, 2023, with a sample of 1010 French people.
Social networks may be ubiquitous, but respondents feel that they do not accurately reflect reality.
Nevertheless, 61% of those surveyed agreed that networks have an influence on consumers, particularly the younger generations.
Influencers: a guarantee of trust?
To promote their products, brands sign contracts with social networking stars. But do these strategies pay off? “Influencers suffer from an unfavorable image among the French,” explains Harris Interactive. “70% say they have a bad image, and only 20% a good one. Spontaneously associated with a mercantile universe, influencers immediately arouse a certain mistrust among the population, with the idea of scamming often mentioned, for example. The French have limited confidence in influencers’ recommendations, whether they are part of a partnership with a brand (30% confidence) or not (36%).”
However, 15-24 year-olds are more likely to have a positive (50%) than negative (42%) opinion of public figures.
Buying on the networks
Social platforms offer an infinite variety of content. For example, 34% of respondents are looking for posts related to the world of beauty.
Despite their distrust, around one in three French people say …
