Nearly 6 in 10 Young Women Get Health and Wellness Information from Influencers

Pew Research found that 57% of women ages 18 to 29 get health and wellness information from influencers, compared with 47% of young men. Young women are also much more likely to regularly encounter content about beauty, personal appearance, nutrition and mental health, highlighting the growing role influencers play in shaping health perceptions among younger audiences. The findings build on Pew's broader research showing that while many consumers find influencer content helpful, they also recognize the need to evaluate its credibility.

These findings reinforce that influencers have become an important source of health information for younger consumers, creating opportunities for healthcare providers, hospitals, pharmacies, wellness brands and health-focused organizations to reach audiences with credible, evidence-based content through trusted digital voices while addressing misinformation and building consumer trust.