Advertisements on social media platforms had a limited impact on purchase decisions in Taiwan. A 2023 survey from Rakuten Insight revealed that the impact was the highest among those aged between 45 and 54 years. About 12 percent of such respondents made purchases after seeing social media ads more than six times in the last 12 months prior to the survey period. Respondents under 25 years old were least influenced by such ads.
Frequency of purchasing an item after viewing an ad on social media platforms in Taiwan as of July 2023, by age group
Characteristic
16 to 24 years old
25 to 34 years old
35 to 44 years old
45 to 54 years old
Over 55 years old
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among those who are interested in seeing ads on social media platforms
Method of interview
Online survey
Supplementary notes
Original question: "How often have you purchased an item after viewing an ad on social media?"
Total may not sum up to 100 percent due to rounding.
The survey was conducted among:
1,474 respondents aged 16 to 24 years old,
2,571 respondents aged 25 to 34 years old,
2,144 respondents aged 35 to 44 years old,
1,291 respondents aged 45 to 54 years old,
617 respondents aged 55 years and above.
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Rakuten Insight. (August 2, 2023). Frequency of purchasing an item after viewing an ad on social media platforms in Taiwan as of July 2023, by age group [Graph]. In Statista. Retrieved July 22, 2024, from https://www.statista.com/statistics/1406097/taiwan-social-media-ads-purchase-influence-by-age-group/
Rakuten Insight. "Frequency of purchasing an item after viewing an ad on social media platforms in Taiwan as of July 2023, by age group." Chart. August 2, 2023. Statista. Accessed July 22, 2024. https://www.statista.com/statistics/1406097/taiwan-social-media-ads-purchase-influence-by-age-group/
Rakuten Insight. (2023). Frequency of purchasing an item after viewing an ad on social media platforms in Taiwan as of July 2023, by age group. Statista. Statista Inc.. Accessed: July 22, 2024. https://www.statista.com/statistics/1406097/taiwan-social-media-ads-purchase-influence-by-age-group/
Rakuten Insight. "Frequency of Purchasing An Item after Viewing An Ad on Social Media Platforms in Taiwan as of July 2023, by Age Group." Statista, Statista Inc., 2 Aug 2023, https://www.statista.com/statistics/1406097/taiwan-social-media-ads-purchase-influence-by-age-group/
Rakuten Insight, Frequency of purchasing an item after viewing an ad on social media platforms in Taiwan as of July 2023, by age group Statista, https://www.statista.com/statistics/1406097/taiwan-social-media-ads-purchase-influence-by-age-group/ (last visited July 22, 2024)
Frequency of purchasing an item after viewing an ad on social media platforms in Taiwan as of July 2023, by age group [Graph], Rakuten Insight, August 2, 2023. [Online]. Available: https://www.statista.com/statistics/1406097/taiwan-social-media-ads-purchase-influence-by-age-group/
