Share of people who follow social media influencers APAC 2023, by country and gender

Published by Leander von Kameke, Jun 23, 2023
According to a survey conducted by Rakuten Insight in May 2023, China had the highest share of respondents in the Asia-Pacific region following at least one influencer on social media. Across all surveyed countries, the share of women following influencers was higher than among male respondents.

Share of people who follow influencers on social media in the Asia-Pacific region as of May 2023, by country or territory and gender

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Release date

June 2023

Region

Asia, APAC

Survey time period

May 11 to 31, 2023

Age group

16 years and older

Method of interview

Online survey

Supplementary notes

Original question: "Do you follow at least one influencer on social media?"

Number of respondents:
China: n= 4,591 (f), 3,397 (m)
Hong Kong: n= 2,263 (f), 1,408 (m)
Indonesia: n= 6,474 (f), 4,528 (m)
India: n= 12,365 (f) 20,726 (m)
Japan: n= 600 (f), 826 (m)
South Korea: n= 3,240 (f), 3,948 (m)
Malaysia: n= 7,692 (f), 4,249 (m)
Philippines: n= 7,582 (f), 3,737 (m)
Singapore: n= 3,759 (f), 2,958 (m)
Thailand: n= 15,432 (f), 6,062 (m)
Taiwan: n= 7,236 (f), 5,084 (m)
Vietnam: n= 1,616 (f), 1,448 (m)

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Overview

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Leading markets

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Social media platforms

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Influencers

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Audience

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Consumer behavior and preferences

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