Mumbai: Among the various categories of products and services endorsed by social media influencers, YouGov’s new research found that urban Indians are "a lot likely" to notice endorsements for mobile phones (46 per cent) and clothes (45 per cent).

In comparison to this, each of the 38 per cent think they are a little likely to notice such endorsements, while 12 per cent and 14 per cent, respectively, think they are not at all influenced by such testimonials.

25- to 34-year-olds are most likely among the different age groups to notice mobile phone endorsements by social media influencers (53 per cent); those in the age group of 35 to 44 years are most likely to take notice of endorsements for clothes (at 54 per cent).

When it comes to groceries and food items, 39 per cent urban Indians claim they get influenced a lot by influencer endorsements, while for 37 per cent the influence is a little.

For other categories, such as tech devices, media streaming services, healthcare products, out-of-home entertainment, cosmetics, air travel, and financial investments, the influence is more likely to be little than a lot.

Data shows there is some polarity visible for categories such as video games and tickets for sporting events. While 24 per cent of urban Indians say they are very likely to notice such endorsements for each of the categories, just as many (28 per cent each) say they do not get influenced at all.

Gambling and bookmaking services are the only categories where 42 per cent respondents are more likely to say they do not get influenced at all than the respective 31 per cent and 16 per cent say they get a little or a lot.