Reasons for buying a product endorsed by an influencer South Korea 2020, by age

Published by Won So, Feb 5, 2021

According to a survey on social media influencers conducted by Rakuten Insight in October 2020, around 61 percent of South Korean respondents aged 25 to 34 years old who have purchased an item or product endorsed by an influencer stated that they were convinced by the promotion from the influencer. The same survey found that more than half of the South Korean respondents followed at least one influencer on social media.

Reasons for purchasing a product endorsed by an influencer in South Korea as of October 2020, by age

	16-24 years	25-34 years	35-44 years	45-54 years	55+ years
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Release date

January 2021

More information

Region

South Korea

Survey time period

October 8 to 31, 2020

Number of respondents

1,811 respondents

Age group

16 years and older

Method of interview

Online survey

Supplementary notes

The survey question was: "Have you ever purchased an item or product because it was endorsed by the influencer? If yes, why did you make the purchase?"

Figures have been rounded.