Vloggers are everywhere at the start of 2015: on the radio, at the top of the book charts, in reality TV shows… But are they as influential as brands and media executives think? A report by GlobalWebIndex claims that while vloggers are widely watched, their influence in terms of people buying stuff may have been overblown. 

Stats: 42% of internet users surveyed by GWI said they had watched a vlog within the last month, and while you may think this is more a young-folks thing, that figure only rises to 50% for 16-24 year-olds. The research goes on to suggest that vlog viewers are highly brand and fashion conscious and are more likely to share opinions online, BUT only 12% of them say they find out about new brands and products from vloggers. GWI says it is “apparent that viewers see vlogs more as sources of entertainment, comedy and advice than purchase-related information.”

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