Taiwan: social media ad purchase influence by age 2023

Advertisements on social media platforms had a limited impact on purchase decisions in Taiwan. A 2023 survey from Rakuten Insight revealed that the impact was the highest among those aged between 45 and 54 years. About 12 percent of such respondents made purchases after seeing social media ads more than six times in the last 12 months prior to the survey period. Respondents under 25 years old were least influenced by such ads.

Frequency of purchasing an item after viewing an ad on social media platforms in Taiwan as of July 2023, by age group

Characteristic	16 to 24 years old	25 to 34 years old	35 to 44 years old	45 to 54 years old	Over 55 years old
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Release date

August 2023

More information

Region

Hong Kong

Survey time period

July 13 to July 31, 2023

Number of respondents

8,097 respondents

Age group

16 years and older

Special properties

among those who are interested in seeing ads on social media platforms

Method of interview

Online survey

Supplementary notes

Original question: "How often have you purchased an item after viewing an ad on social media?"

Total may not sum up to 100 percent due to rounding.

The survey was conducted among:

1,474 respondents aged 16 to 24 years old,
2,571 respondents aged 25 to 34 years old,
2,144 respondents aged 35 to 44 years old,
1,291 respondents aged 45 to 54 years old,
617 respondents aged 55 years and above.

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