Recent studies by the United Kingdom Intellectual Property Office (UKIPO) revealed a striking trend. Men are twice as many male as female participants purchase counterfeit goods, particularly when these items are endorsed by social media influencers.
Overall, 35% reported that they had knowingly purchased counterfeits. This is double the percentage of females (17%) in the previous survey (Shepherd et al., 2021). 60% of the male knowing buyers are in the 16-33 age group. These younger males are twice as likely (53%) to knowingly make illicit purchases than those aged over 34 (23%).
The research suggests that male consumers are over twice as likely to be influenced by social media endorsements compared to their female counterparts. Specifically, 24% of UK males aged between 16 to 60 have been swayed by influencer-endorsed counterfeits.
The allure of counterfeit products for men is multifaceted. Factors such as social motivation, personal gratification, perception, value, brand loyalty, and ethics play a role in the decision-making process. Additionally, the desire to enhance self-image and the excitement of finding a bargain—referred to as the "thrill of the hunt"—are significant motivators.
These motivations are further compounded by the influence of social media, where trusted influencers can rationalize the purchase of counterfeit goods, leading to risk blindness and an increased appetite for risk among consumers.
The impact of influencers is profound, with studies indicating that nearly a third of UK male participants admit to being influenced by social media endorsements in their counterfeit buying decisions.
The UKIPO's research suggests that the lack of clarity around terms like 'counterfeit,' 'dupes,' and 'reps' contributes to this trend, as it allows consumers to redefine deviant behavior to align with their objectives, despite an inherent understanding that such behavior is wrong.
UKIPO Key findings
- twice as many male as female participants purchase counterfeit goods: 35% of males knowingly purchased a counterfeit in the year prior to the survey compared to 17% of female participants in the previous research
- 60% of male participants who have knowingly purchased a counterfeit are aged 16 to 33, generating 61% of demand
- 36% of knowing buyers are habitual buyers, generating 67% of the demand.
- 17% buy products that risk their health and safety
- sports and sportswear, clothing, accessories, jewellery and watches are the most popular product categories
- 31% of male participants are influenced by social media endorsements.
- 7% proactively search for counterfeit items, using the SM posts to assist in their searches
- 24% are prompted by SM endorsements to buy counterfeits
- 18% are knowing responders who are aware the products are counterfeit
- 6% are deceived responders who are unaware the products are counterfeit
In light of these findings, it is evident that male consumers in the United Kingdom represent a key demographic actively seeking out and knowingly purchasing counterfeit goods, often through channels facilitated by social media influencers.
