According to a 2023 survey on influencer marketing, over half of the respondents from generations Z, Y, and X indicated a neutral attitude towards sponsored content from influencers in Southeast Asia. At 22 percent, generation X had the highest share of respondents stating not to trust influencer marketing to some degree.
Level of trust in sponsored content from influencers among consumers in Southeast Asia as of July 2023, by generation
Indonesia, Philippines, Singapore, Vietnam, Thailand
Survey time period
July 1 to 10, 2023
Number of respondents
2,500 respondents
Age group
16 years and older
Method of interview
Online survey
Supplementary notes
Original question: "How much do you trust, if at all, sponsored content from influencers?"
N=500 each in Singapore, Thailand, Vietnam, Indonesia, and the Philippines.
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Milieu Insight. (September 19, 2023). Level of trust in sponsored content from influencers among consumers in Southeast Asia as of July 2023, by generation [Graph]. In Statista. Retrieved October 02, 2024, from https://www.statista.com/statistics/1414032/sea-trust-level-in-sponsored-influencer-content-among-consumers-by-generation/
Milieu Insight. "Level of trust in sponsored content from influencers among consumers in Southeast Asia as of July 2023, by generation." Chart. September 19, 2023. Statista. Accessed October 02, 2024. https://www.statista.com/statistics/1414032/sea-trust-level-in-sponsored-influencer-content-among-consumers-by-generation/
Milieu Insight. (2023). Level of trust in sponsored content from influencers among consumers in Southeast Asia as of July 2023, by generation. Statista. Statista Inc.. Accessed: October 02, 2024. https://www.statista.com/statistics/1414032/sea-trust-level-in-sponsored-influencer-content-among-consumers-by-generation/
Milieu Insight. "Level of Trust in Sponsored Content from Influencers among Consumers in Southeast Asia as of July 2023, by Generation." Statista, Statista Inc., 19 Sep 2023, https://www.statista.com/statistics/1414032/sea-trust-level-in-sponsored-influencer-content-among-consumers-by-generation/
Milieu Insight, Level of trust in sponsored content from influencers among consumers in Southeast Asia as of July 2023, by generation Statista, https://www.statista.com/statistics/1414032/sea-trust-level-in-sponsored-influencer-content-among-consumers-by-generation/ (last visited October 02, 2024)
Level of trust in sponsored content from influencers among consumers in Southeast Asia as of July 2023, by generation [Graph], Milieu Insight, September 19, 2023. [Online]. Available: https://www.statista.com/statistics/1414032/sea-trust-level-in-sponsored-influencer-content-among-consumers-by-generation/
