According to a 2023 survey on influencer marketing in Southeast Asia, 46 percent of Gen Z and 37 percent of Gen Y respondents stated to have purchased beauty products due to influencer content before. Among Gen X and Baby Boomer respondents, food and beverage was the leading category for influencer-endorsed products.
Leading product categories purchased due to influencer content 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: "What type(s) of product did you buy because of an influencer's content?"
N=500 each in Singapore, Thailand, Vietnam, Indonesia, and the Philippines.
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Milieu Insight. (September 19, 2023). Leading product categories purchased due to influencer content among consumers in Southeast Asia as of July 2023, by generation [Graph]. In Statista. Retrieved December 04, 2024, from https://www.statista.com/statistics/1414266/sea-top-product-categories-purchased-due-to-influencer-content-by-generation/
Milieu Insight. "Leading product categories purchased due to influencer content among consumers in Southeast Asia as of July 2023, by generation." Chart. September 19, 2023. Statista. Accessed December 04, 2024. https://www.statista.com/statistics/1414266/sea-top-product-categories-purchased-due-to-influencer-content-by-generation/
Milieu Insight. (2023). Leading product categories purchased due to influencer content among consumers in Southeast Asia as of July 2023, by generation. Statista. Statista Inc.. Accessed: December 04, 2024. https://www.statista.com/statistics/1414266/sea-top-product-categories-purchased-due-to-influencer-content-by-generation/
Milieu Insight. "Leading Product Categories Purchased Due to Influencer Content among Consumers in Southeast Asia as of July 2023, by Generation." Statista, Statista Inc., 19 Sep 2023, https://www.statista.com/statistics/1414266/sea-top-product-categories-purchased-due-to-influencer-content-by-generation/
Milieu Insight, Leading product categories purchased due to influencer content among consumers in Southeast Asia as of July 2023, by generation Statista, https://www.statista.com/statistics/1414266/sea-top-product-categories-purchased-due-to-influencer-content-by-generation/ (last visited December 04, 2024)
Leading product categories purchased due to influencer content among consumers in Southeast Asia as of July 2023, by generation [Graph], Milieu Insight, September 19, 2023. [Online]. Available: https://www.statista.com/statistics/1414266/sea-top-product-categories-purchased-due-to-influencer-content-by-generation/
