According to a survey conducted in 2022, around 69 percent of respondents from Gen Z confirmed buying skincare and makeup products after being influenced by social media posts. This was followed by millennials, with 66 percent of respondents from this generation saying their purchase decision of cosmetics items was affected by social media.
Share of consumers whose skincare and makeup products purchase decision were influenced by social media in Vietnam as of December 2022, by generation
respondents whose purchases were influenced in last three months (any product category)
Supplementary notes
The source did not mention the type of survey used.
Original question: "Think about the purchases you have made in the following categories over the past three months. Were you influenced toward a certain brand by a post on social media in the following categories?"
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McKinsey & Company. (February 23, 2023). Share of consumers whose skincare and makeup products purchase decision were influenced by social media in Vietnam as of December 2022, by generation [Graph]. In Statista. Retrieved December 23, 2024, from https://www.statista.com/statistics/1394895/vietnam-influence-of-social-media-on-cosmetics-products-purchase-by-generation/
McKinsey & Company. "Share of consumers whose skincare and makeup products purchase decision were influenced by social media in Vietnam as of December 2022, by generation." Chart. February 23, 2023. Statista. Accessed December 23, 2024. https://www.statista.com/statistics/1394895/vietnam-influence-of-social-media-on-cosmetics-products-purchase-by-generation/
McKinsey & Company. (2023). Share of consumers whose skincare and makeup products purchase decision were influenced by social media in Vietnam as of December 2022, by generation. Statista. Statista Inc.. Accessed: December 23, 2024. https://www.statista.com/statistics/1394895/vietnam-influence-of-social-media-on-cosmetics-products-purchase-by-generation/
McKinsey & Company. "Share of Consumers Whose Skincare and Makeup Products Purchase Decision Were Influenced by Social Media in Vietnam as of December 2022, by Generation." Statista, Statista Inc., 23 Feb 2023, https://www.statista.com/statistics/1394895/vietnam-influence-of-social-media-on-cosmetics-products-purchase-by-generation/
McKinsey & Company, Share of consumers whose skincare and makeup products purchase decision were influenced by social media in Vietnam as of December 2022, by generation Statista, https://www.statista.com/statistics/1394895/vietnam-influence-of-social-media-on-cosmetics-products-purchase-by-generation/ (last visited December 23, 2024)
Share of consumers whose skincare and makeup products purchase decision were influenced by social media in Vietnam as of December 2022, by generation [Graph], McKinsey & Company, February 23, 2023. [Online]. Available: https://www.statista.com/statistics/1394895/vietnam-influence-of-social-media-on-cosmetics-products-purchase-by-generation/
