ASEAN Consumers' Most Trusted Influencers

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Adi Ahdiat 04/07/2024 15:46 WIB

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According to a Cube Asia survey, mega-influencers with over 1 million followers have the strongest influence on the purchasing decisions of Southeast Asian consumers.

Types of Influencers Affecting ASEAN Respondents' Purchasing Decisions (2023)

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Types of Influencers Affecting ASEAN Respondents' Purchasing Decisions (2023)

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Social media influencers with large followings wield significant influence over the purchasing decisions of Southeast Asian consumers.

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 a majority, or 67%, of respondents admitted that their purchasing decisions were influenced by mega influencers (follower count >1 million).

Furthermore, 63% of respondents felt influenced by macro influencers (follower count 100,000-1 million).

Additionally, 49% of respondents were influenced by micro influencers (follower count 10,000-100,000).

Meanwhile, only 37% of respondents were influenced by nano influencers (follower count 1,000-10,000).

"Mega influencers are the group most trusted by consumers in Southeast Asia," stated the Cube Asia team in their report.

"Collaborations between companies and influencers and content creators in Southeast Asia are projected to contribute US$11 billion in e-commerce sales in 2023," they added.

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."