Vietnam: influence of social media on cosmetics products purchase by generation 2022

According to a survey conducted in 2022, around 69 percent of respondents from Gen Z confirmed buying skincare and makeup products after being influenced by social media posts. This was followed by millennials, with 66 percent of respondents from this generation saying their purchase decision of cosmetics items was affected by social media.

Share of consumers whose skincare and makeup products purchase decision were influenced by social media in Vietnam as of December 2022, by generation

Characteristic	Share of repondents
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Release date

February 2023

More information

Region

Vietnam

Survey time period

December 6 to 13, 2022

Number of respondents

1,074 respondents

Age group

18 years and older

Special properties

respondents whose purchases were influenced in last three months (any product category)

Supplementary notes

The source did not mention the type of survey used.

Original question: "Think about the purchases you have made in the following categories over the past three months. Were you influenced toward a certain brand by a post on social media in the following categories?"

Baby boomers include the silent generation.

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