The study by performance marketing firm affilinet found that 16 per cent were influenced on a weekly basis by social media, and another 11 per cent on a monthly basis - leaving 30 per cent swayed by social less than monthly, and 34 per cent not at all.
Respondents from London were more likely to say they were influenced more often than people from elsewhere in the UK, but there was little variation between the genders.
The study also touched on the issue of influencer marketing, with the majority (63 per cent) of respondents saying that they were aware that bloggers and social media stars are often paid to promote products or brands, and half (48 per cent) saying that finding out that a particular post was sponsored would not make them less likely to trust it.
Helen Southgate, UK MD at affilinet, said: "The way that we seek advice, ask questions, connect with our friends, look for reviews and get inspiration is changing all the time. Recently we have seen the rise of social media influencers, similar to bloggers, but without the blogs, we can’t get enough of their Instagram accounts or Pinterest boards, their tweets and moving Facebook posts. From DIY designs and recipe ideas through to fashion inspiration and fitness techniques, these accounts are becoming our new addictions."
