Impact of social media influencers on purchasing in China 2023, by age group

Published by
Lai Lin Thomala,
Jun 20, 2023
Influencer marketing has been quite effective in boosting brand awareness and generating sales. According to a Chinese consumer survey conducted by Rakuten Insight in May 2023, about 91 percent of respondents aged between 35 and 44 years who had followed at least one influencer on social media said that they had purchased the products endorsed by the influencer. A large proportion of these respondents did so because they were convinced by the promotion from the influencer.

Impact of social media influencers on purchasing in China as of May 2023, by age group

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Release date

June 2023

Region

China

Survey time period

May 11 to 31, 2023

Number of respondents

6,979 respondents

Age group

16 years and older

Special properties

among respondents who followed at least one influencer on social media

Method of interview

Online survey

Supplementary notes

Original survey question:
Have you ever purchased an item or product because it was endorsed by the influencer?

Age group breakdowns:
16-24 years: 30 percent
25-34 years: 40 percent
35-44 years: 24 percent
45-54 years: 5 percent
55+ years: 2 percent

Figures might not sum up to 100 percent due to rounding.

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Topics

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