The future of Influence: Biggest myths BUSTED!

Do you know the impact of social media influencers on the lives and purchase behaviour of Canadian GenZ and Millennials? We asked them about everyone they follow, from celebrities and athletes, to niche content creators, to friends and family, to better understand the roles these influencers play in the lives of Gen Z and Millennials

This survey was conducted online with 1,285 English-speaking Canadians aged 15 to 34 randomly selected from yconic’s proprietary online research panel. The survey was completed September 2016. Our credibility interval based on a non-probability sample is +/- 2.8%, 19 times out of 20. Data was collected and weighted according to census data to ensure gender and regional representation of Canadians. Totals may not add up to 100 due to rounding.

yconic operates Canada’s largest student help platform and youth-focused market research panel and works with partners to help them authentically engage with youth through Market Research and Insights, Digital Marketing Solutions and Recruitment. For more information visit


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Is Influencer Marketing effective with Gen Z and Millennial Canadians? Download our new whitepaper to find out who influences Canadian Gen Z and Millennials, which content creators are most effective at driving purchase behaviour, what types of influencer content is most effective, and which channels of influence offer the best return

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