SurveyMonkey data shows how brand trust influences millennials and over-35s differently

The report found that UK millennials were more likely to be swayed by influencers. 21% have been swayed by a celebrity endorsement to make a purchase (compared to just 4% of those over 35). Meanwhile, 25% of millennials said they had purchased a product based on the recommendations of an influencer (compared to 8% over 35).

Across all age groups, a third of influencer/celebrity-influenced purchases clocked in at under £100, about half paid between £100-500. Moving up, one in five paid £500-999 and about one in 10 spent £1,000 or more.

The survey also mapped how audiences perceive they are influenced by select media channels.

Only three-quarters of UK millennials said they have bought goods because of an ad. A much smaller 41% of over 35s made the same concession. Across all age groups, TV ads clocked in as most effective (41%), followed by Facebook (31%), Instagram (21%) and other online ads (21%).

How the UK public engages with brands is also dependent on numerous trust-building factors. Brand history plays its part. (72%) of UK consumers would trust a spinoff brand as much as the original if it carried a memorable brand legacy. And then there was online visibility.

26% of the public said they have little trust in website-less brands, 17% have absolutely no trust. The absence of a social media account was more forgivable: only 6% say they have no trust at all, and 15% have very little trust.

Certain sectors benefit more from trust than others.

91% of consumers would prefer to purchase medical services from a trusted brand, 88% would prefer to purchase financial services from a trusted brand, and 80% would prefer to purchase consumer electronics from a well-established brand.

Diversity in advertising also cropped up in the study. Older people were less likely to claim they seek diversity in advertising. Fewer than 10% of over 35s think there is a lack of diversity in advertising (7%) and 6% said a lack of diversity in leadership (6%) would cause them to lose trust in a brand. Millennials clocked in at 19% and 15% respectively.

Offensive ads also land vastly differently with different segments.

Among the overall population, women are more likely than men to say offensive advertising would make them lose trust in a brand (36% compared to 24%).

43% of women found controversial ads less appealing than traditional ones, only a third of men felt the same. Young men were drawn to controversial creative, 28% of millennial males find controversial ads less appealing than traditional ones - and 34% find them more appealing.