A celebrity endorsement may get a product noticed, but does it carry the same weight as a recommendation from an everyday consumer? And does creator content prompt an immediate purchase or further research?
New in-depth YouGov Custom Research in Indonesia reveals which people influence consumers’ purchase choices. It shows a complex picture that differs across category, but a consistent theme across it all is that everyday consumers dominate most categories on purchasing decisions, even though more niche creators lead in specific categories.
The findings also suggest that the influence of everyday consumer creators extends beyond immediate sales, often prompting consumers to research products before buying.
Everyday consumers, including verified e-commerce buyers and regional voices, match or exceed celebrities’ influence across retail categories.
In food and beverage, 37 per cent of Indonesian online adults say everyday consumers influence their purchasing decisions, compared with 22 per cent who cite celebrities. The gap is wider for home appliances (37 per cent vs 18 per cent) and consumer electronics (35 per cent vs 22 per cent).
In fashion and apparel, celebrities (35 per cent) nearly match everyday consumers (36 per cent). The gap is also relatively narrow in beauty and skincare (28 per cent vs 32 per cent).
However, niche micro and nano creators (10,000-100,000 followers) lead in healthcare and medical services (36 per cent vs 24 per cent of everyday consumers), fitness and wellness (28 per cent vs 23 per cent) and banking, finance and insurance (26 per cent vs 22 per cent).
Other creator types have a more limited influence. Mega influencers, with over one million followers, record their highest figures in fashion and beauty (15 per cent each), while macro influencers, with 100,000 to one million followers, peak in travel and tourism (18 per cent).
Certified experts, including doctors, trainers and financial advisers, register their highest influence in fitness and wellness (15 per cent), followed by food and beverage (14 per cent). None of these three creator groups leads any surveyed category.
Our data shows that the influence of everyday consumers extends beyond getting a product noticed, with them being the most regularly cited group across the four stages of the purchase journey – all the way from initial awareness to repeat purchases.
Around 39 per cent of Indonesian online adults say everyday consumers influence their awareness and curiosity about a brand. Their influence remains strong through initial trial and conversion, positive brand impression (38 per cent each) and regular or repeat purchases (36 per cent).
Niche micro and nano creators also maintain a presence throughout the journey, albeit at a lower level – with their influence ranging from 23 per cent to 28 per cent across the four stages.
Celebrity influence is highest at the awareness stage (27 per cent) before falling to 21 per cent for repeat purchases. Their figures are comparable to niche creators but remain below everyday consumers.
Creator content does not always prompt immediate purchases. Consumers more frequently report researching products, comparing prices or saving posts.
YouGov’s data shows that among viewers of verified e-commerce buyers and affiliate content, nearly half (46 per cent) say they frequently search for reviews and ratings after watching their content, while 44 per cent check prices and promotions. Meanwhile, 27 per…
