APAC: top influencer types prompting product purchases by country 2023

According to a survey conducted by Rakuten Insight in May 2023, influencers primarily known for their internet presence were the ones prompting purchase decisions for 65 percent of the respondents. In contrast, 17 percent of the respondents in China had purchased a product endorsed by a pet influencer before.

Leading influencer types prompting product purchase decisions in the Asia-Pacific region as of May 2023, by country or territory

Characteristic	China	Hong Kong	Indonesia	India	South Korea	Malaysia	Philippines	Singapore	Thailand	Taiwan	Vietnam
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Release date

June 2023

More information

Region

Asia, APAC

Survey time period

May 11 to 31, 2023

Age group

16 years and older

Method of interview

Online survey

Supplementary notes

Original question: "What type of influencer endorsed the product that you purchased?" Multiple responses were accepted.

* For the Chinese survey, YouTube and Instagram influencers were not an option as neither platform is available in the country.

Number of respondents:
China: n= 6,033
Hong Kong: n= 1,323
Indonesia: n= 5,699
India: n= 14,739
South Korea: n= 1,784
Malaysia: n= 5,512
Philippines: n= 6,658
Singapore: n= 2,258
Thailand: n= 14,266
Taiwan: n= 5,554
Vietnam: n= 1,888

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