A significant portion of U.S. adults now bypass traditional medical offices to seek health and wellness guidance from social media influencers and podcasts. According to a 2025 analysis by the Pew Research Center, 40% of American adults report using these digital platforms for health information, with young women—particularly those aged 18 to 29—leading this trend at a rate of 57%.
Demographic Trends in Digital Health Consumption
The reliance on influencers for health content varies sharply by age and gender. While medical professionals remain the primary source of health information for most Americans, the digital alternative has gained substantial traction. Data from the Pew Research Center indicates that many men aged 18 to 29 also turn to these sources, reflecting a broad shift in how younger generations approach wellness.
The gap between genders is most pronounced in the youngest cohort. Among adults aged 18 to 29, 57% of women report using social media influencers for health advice, compared to 47% of men in the same age group. As individuals age, this usage declines; some women and men aged 50 and older report consulting influencers for similar topics.
Content Preferences and Influencer Topics
The type of information sought by users often aligns with gender-specific trends in online content. Among consumers of health and wellness influencer content, young women are significantly more likely to engage with beauty and personal appearance topics, with 51% reporting they often hear about these subjects, compared to only 18% of young men.
Alternative medicine is another area of divergence. Young women are roughly twice as likely as young men to report frequent exposure to content regarding therapies outside of mainstream medical practice. However, both genders report similar levels of engagement regarding:
- Mental Health: Roughly one-third of both groups report seeing this content often.
- Weight Loss: Approximately one-third of both groups engage with this topic regularly.
- Fitness: About half of all young adults who consume this content report seeing fitness-related posts frequently.
Motivations for Seeking Influencer Advice
The decision to look for health information outside of a clinical setting is driven by several factors. Among young women who use these platforms, 51% cite the desire to make specific changes to their health or lifestyle as a major motivation, compared to 37% of young men.
Beyond health goals, social factors play a role. Young women are more likely than young men to report that they value hearing from influencers who share their personal backgrounds or beliefs (23% versus 14%). Additionally, 19% of young women report using influencers to learn about topics they feel uncomfortable discussing with their own doctors, a sentiment shared by only 10% of young men.
Methodology and Scope
This analysis is based on two surveys conducted by the Pew Research Center via the American Trends Panel. The first survey, conducted in June 2025, included 5,023 respondents, while the second survey in October 2025 included 5,111 respondents. These findings highlight a growing intersection between social media consumption and personal health management, indicating that for many, digital creators have become a primary, if informal, layer of their wellness strategy.
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