82% of ASEAN Consumers Buy Products Recommended by Influencers

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Adi Ahdiat 04/07/2024 15:21 WIB

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According to a Cube Asia survey, 82% of Southeast Asian consumer respondents have purchased products recommended by influencers, while only 18% have not.

Proportion of ASEAN Respondents Who Have/Have Not Purchased Influencer-Recommended Products (2023)

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Proportion of ASEAN Respondents Who Have/Have Not Purchased Influencer-Recommended Products (2023)

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Marketing products through social media influencers appears quite effective in Southeast Asia.

This is evident from the report *E-Commerce Influencer Marketing in SEA 2023*, released by market research firm Cube Asia.

In 2023, Cube Asia surveyed 2,300 social media users across six major Southeast Asian markets: Indonesia, Singapore, Malaysia, Thailand, the Philippines, and Vietnam.

The results showed that 82% of respondents admitted to having purchased products recommended by influencers, while only 18% had not.

"Collaborations between companies and influencers and content creators in Southeast Asia are expected to contribute US$11 billion to e-commerce sales in 2023," said the Cube Asia team in their report.

Cube Asia also predicts that the influencer marketing trend will continue to grow, especially with the advent of artificial intelligence (AI) technology.

Currently, AI technology is capable of creating virtual figures who can become influencers in the digital world.

"One example is the virtual influencer @lilmiquela, who has millions of followers on Instagram," said the Cube Asia team.

"Southeast Asian consumers seem quite open to this trend. 35% of respondents stated their support for AI influencers," they said.

Editor : Adi Ahdiat

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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82% of ASEAN Consumers Buy Products Recommended by Influencers

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