Impact of social media influencers on purchasing in Taiwan 2020, by age group

Influencer marketing has been quite effective in boosting brand awareness and generating sales. According to a consumer survey conducted by Rakuten Insight in October 2020, about 49.4 percent of respondents from Taiwan aged between 35 and 44 years 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 Taiwan as of October 2020, by age group

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Source

In cooperation with
Rakuten Insight
Release date

January 2021

Region

Taiwan

Survey time period

8 to 31 October, 2020

Number of respondents

7,256 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?

Age group breakdowns:
16-24 years: 1,193 respondents
25-34 years: 2,456 respondents
35-44 years: 2,499 respondents
45-54 years: 870 respondents
Above 55 years: 238 respondents

Figures might not sum up to 100 percent due to rounding up.

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