Influencers have become the go-to source for cosmetics product research among Chinese consumers. In March 2024, more than 40 percent of active female internet users had browsed or followed cosmetics-related content published by key opinion leaders (KOLs).
Penetration rate of cosmetics key opinion leaders (KOLs) in China in March 2024, by selected user group
* New middle class internet users refer to those were between 25 and 40 years old, lived in the third-tier cities or above, and with an online spending power of at least 1,000 yuan per month combined with a median and high online spending intention.
KOLs (aka key opinion leaders) are more commonly used to refer to influencer marketing practitioners in China.
Penetration rate was calculated as number of active users from the respective target group who browsed or followed content related to cosmetics published by KOLs divided by total active internet users from the user group.
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QuestMobile. (May 7, 2024). Penetration rate of cosmetics key opinion leaders (KOLs) in China in March 2024, by selected user group [Graph]. In Statista. Retrieved December 18, 2024, from https://www.statista.com/statistics/1473419/china-cosmetics-influencer-penetration-rate-by-user-group/
QuestMobile. "Penetration rate of cosmetics key opinion leaders (KOLs) in China in March 2024, by selected user group." Chart. May 7, 2024. Statista. Accessed December 18, 2024. https://www.statista.com/statistics/1473419/china-cosmetics-influencer-penetration-rate-by-user-group/
QuestMobile. (2024). Penetration rate of cosmetics key opinion leaders (KOLs) in China in March 2024, by selected user group. Statista. Statista Inc.. Accessed: December 18, 2024. https://www.statista.com/statistics/1473419/china-cosmetics-influencer-penetration-rate-by-user-group/
QuestMobile. "Penetration Rate of Cosmetics Key Opinion Leaders (Kols) in China in March 2024, by Selected User Group." Statista, Statista Inc., 7 May 2024, https://www.statista.com/statistics/1473419/china-cosmetics-influencer-penetration-rate-by-user-group/
QuestMobile, Penetration rate of cosmetics key opinion leaders (KOLs) in China in March 2024, by selected user group Statista, https://www.statista.com/statistics/1473419/china-cosmetics-influencer-penetration-rate-by-user-group/ (last visited December 18, 2024)
Penetration rate of cosmetics key opinion leaders (KOLs) in China in March 2024, by selected user group [Graph], QuestMobile, May 7, 2024. [Online]. Available: https://www.statista.com/statistics/1473419/china-cosmetics-influencer-penetration-rate-by-user-group/
