Asia: share of regular social commerce users by country and age 2023

According to a survey conducted by Rakuten Insight in February 2023, 79 percent of respondents in China aged from 35 to 44 regularly shopped on social media. In comparison, 12 percent of respondents in Japan aged from 35 to 44 regularly shopped on social media as of February 2023.

Share of consumers who shop on social media regularly in Asia in 2023, by country and age group

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

March 2023

More information

Region

Asia

Survey time period

February 9 to 28, 2023

Number of respondents

120,338 respondents

Age group

16 years and older

Method of interview

Online survey

Supplementary notes

Original question: "How often have you purchased something on social media in the last 12 months?"

Number of respondents:
China: 7,401;
Hong Kong: 3,407;
Indonesia: 13,402;
India: 32,815;
Japan: 1,261;
South Korea: 7,154;
Malaysia: 10,283;
the Philippines: 12,685;
Singapore: 6,182;
Thailand: 11,822;
Taiwan: 11,274;
and Vietnam: 3,012.

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