China: influencers impact on purchasing by gender 2020

Influencer marketing has been quite effective in boosting brand awareness and generating sales. According to a Chinese consumer survey conducted by Rakuten Insight in October 2020, about 86 percent of female respondents who had followed at least one influencer on social media said that they had purchased the products endorsed by the influencer. A large proportion of these respondents did so because they were convinced by the promotion from the influencer.

Impact of social media influencers on purchasing in China as of October 2020, by gender

Characteristic	Female	Male
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Release date

January 2021

More information

Region

China

Survey time period

8 to 31 October, 2020

Number of respondents

2,608 respondents

Age group

16 years and older

Special properties

among respondents who followed at least one influencer on social media

Method of interview

Online survey

Supplementary notes

Original survey question:
Have you ever purchased an item or product because it was endorsed by the influencer?

The survey was conducted among 1,428 female and 1,180 male respondents.
Figures might not sum up to 100 percent due to rounding up.

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