shopping on mobil devices has become common and influencers have become a factor

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About six-in-ten Hispanic social media users (59%) say they follow influencers or content creators on these platforms, compared with 44% of Black users and a third of White users.

From ordering household items to purchasing the latest fashions, the internet has reshaped how, when and where people can make purchases. At the same time, social media has become an important tool for consumers, with some Americans – particularly younger adults – following and turning to influencers for recommendations, according to a Pew Research Center survey.
As the busiest shopping season looms, Americans have several ways to shop online, but smartphones have become a top way to do so. Roughly three-quarters of U.S. Adults (76%) say they ever buy things online using a smartphone, while a somewhat smaller share (69%) say they ever make purchases via desktop or laptop computers. Far fewer Americans (28%) report ever buying things online on a tablet.
There are also some differences by race and ethnicity. Asian (84%) or White (72%) adults are more likely to say they use a computer to buy things online than their Black (61%) or Hispanic (57%) counterparts. There are more modest racial and ethnic differences in purchasing things by smartphone, while similar shares of these racial and ethnic groups report online shopping on a tablet.
Companies are partnering with these influencers to reach consumers, with some estimating that brands are spending billions on influencer marketing. But how many Americans follow these types of tastemakers? And how much are their buying habits influenced by them?
Overall, four-in-ten social media users say they follow influencers or content creators, while about half (52%) say they do not do this and 8% are unsure, according to the Center’s survey.
Following influencers is correlated with age: 72% of 18- to 29-year-old social media users say they follow influencers or content creators, compared with 44% of those ages 30 to 49 and even smaller shares of those 50 to 64 (26 %) or 65 and older (12%).
While there are modest gender differences overall, women social media users under 50 are more likely than their male counterparts in the same age range to say they follow influencers or content creators (60% vs. 47%).
Beyond age and gender, there are also differences by race and ethnicity. About six-in-ten Hispanic social media users (59%) say they follow influencers or content creators on these platforms, compared with 44% of Black users and a third of White users.