Influencer marketing has been quite effective in boosting brand awareness and generating sales. According to a consumer survey conducted by Rakuten Insight in May 2023, a majority of respondents from Taiwan who had followed social media influencers said that they had bought products recommended by influencers. Among such respondents, cosmetics were the most commonly bought products among female respondents (54 percent), whereas consumer electronics and gadgets were the most popular items among male respondents (42 percent).
Impact of influencer endorsements on buying in Taiwan as of May 2023, by gender and product type
Original survey question:
What type of product have you purchased because it was endorsed by an influencer? (multiple answers allowed)
The question was asked among 3,751 female and 1,803 male respondents who had followed at least one influencer on social media and had purchased the items promoted by the influencer.
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Rakuten Insight. (June 15, 2023). Impact of influencer endorsements on buying in Taiwan as of May 2023, by gender and product type [Graph]. In Statista. Retrieved November 05, 2024, from https://www.statista.com/statistics/1201728/taiwan-influencer-endorsements-effect-on-purchases-by-gender-and-product-type/
Rakuten Insight. "Impact of influencer endorsements on buying in Taiwan as of May 2023, by gender and product type." Chart. June 15, 2023. Statista. Accessed November 05, 2024. https://www.statista.com/statistics/1201728/taiwan-influencer-endorsements-effect-on-purchases-by-gender-and-product-type/
Rakuten Insight. (2023). Impact of influencer endorsements on buying in Taiwan as of May 2023, by gender and product type. Statista. Statista Inc.. Accessed: November 05, 2024. https://www.statista.com/statistics/1201728/taiwan-influencer-endorsements-effect-on-purchases-by-gender-and-product-type/
Rakuten Insight. "Impact of Influencer Endorsements on Buying in Taiwan as of May 2023, by Gender and Product Type." Statista, Statista Inc., 15 Jun 2023, https://www.statista.com/statistics/1201728/taiwan-influencer-endorsements-effect-on-purchases-by-gender-and-product-type/
Rakuten Insight, Impact of influencer endorsements on buying in Taiwan as of May 2023, by gender and product type Statista, https://www.statista.com/statistics/1201728/taiwan-influencer-endorsements-effect-on-purchases-by-gender-and-product-type/ (last visited November 05, 2024)
Impact of influencer endorsements on buying in Taiwan as of May 2023, by gender and product type [Graph], Rakuten Insight, June 15, 2023. [Online]. Available: https://www.statista.com/statistics/1201728/taiwan-influencer-endorsements-effect-on-purchases-by-gender-and-product-type/
