Indonesia: influencers endorsing products purchased by consumers by age group 2020

According to a survey on social media influencers conducted by Rakuten Insight in October 2020, approximately 49 percent of Indonesian respondents between 25 and 34 years stated that YouTubers were the type of influencer whose endorsed products they would purchase. The same survey found that the majority of Indonesian respondents followed at least one influencer on social media.

Type of influencers whose endorsed products were purchased by consumers in Indonesia as of October 2020, by age group

Characteristic	16-24 years	25-34 years	35-44 years	45-54 years	55 years and older
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Release date

January 2021

More information

Region

Indonesia

Survey time period

October 8 to 31, 2020

Number of respondents

3,358 respondents

Age group

16 years and older

Method of interview

Online survey

Supplementary notes

The survey question was: "What type of influencer endorsed the product that you purchased?"

Figures have been rounded

Age group breakdowns:
16-24 years: 984 respondents
25-34 years: 1,401 respondents
35-44 years: 753 respondents
45-54 years: 184 respondents
55+ years: 36 respondents

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