The Invasiveness And Pervasiveness Of Parasocial Relationships

During successive global lockdowns, many of us have spent long periods at home and are turning to virtual companions to replace our lost social lives. This type of one-sided relationship has a strong pull over many lives. More than seven in ten (71%) say that they learn from the influencers they follow in areas such as health, hobbies, style and news. Nearly a quarter (23%) say they are ‘dependent’ on influencer content and one in ten (10%) even say they feel a sense of absence if they do not engage with influencers.