The millennial generation today represents the world’s most powerful group of consumers: a moment that has been tensely anticipated by brands and businesses. We are pleased to present our latest research report, in association with Econsultancy, which explores the attitudes and perceptions of young consumers towards digital influencers. There were 500 consumers, aged 18 to 34 years, who responded to this research request, which took the form of an online survey. Research was carried out in the UK and the US, in September 2018. The report explores: - The influence of social media content creators - The value of micro and mid-tier talent -The most important attributes in an influencer - Influencers versus celebrities - Sponsorship disclosures and credibility - Consumer's concerns