SOCIAL MEDIA & USER-GENERATED CONTENT

Type of products purchased by consumers based on influencer

endorsement in Vietnam as of October 2020, by gender
Type of products purchased by consumers based on influencer endorsement in Vietnam as of October 2020, by
gender
Products purchased based on influencer endorsement in Vietnam 2020, by gender

Share of respondents

Male Female

0% 10% 20% 30% 40% 50% 60% 70% 80%

34%
Cosmetics 71%
56%
Clothing 50%
29%
Shoes and bags 33%
27%
Nutritional supplements and diet products 27%
29%
Books 26%
20%
Jewellery and fashion accessories 24%
36%
Consumer electronics and gadgets 18%
23%
Household items and furniture 15%
28%
Fitness-related products 14%
11%
Pet products and accessories 6%
5%
Others 3%

Note(s): Vietnam; October 8 to 31, 2020; 16 years and older; 1,821 respondents
Further information regarding this statistic can be found on page 8.
2 Source(s): Rakuten Insight; ID 1201570
Type of products purchased by consumers based on influencer endorsement in Vietnam as of October 2020, by
gender
Products purchased based on influencer endorsement in Vietnam 2020, by gender

Share of respondents Your Headline

Your Notes:
Male Female

0% 10% 20% 30% 40% 50% 60% 70% 80%

34%
Cosmetics 71%
56%
Clothing 50%
29%
Shoes and bags 33%
27%
Nutritional supplements and diet products 27%
29%
Books 26%
20%
Jewellery and fashion accessories 24%
36%
Consumer electronics and gadgets 18%
23%
Household items and furniture 15%
28%
Fitness-related products 14%
11%
Pet products and accessories 6%
5%
Others 3%

Note(s): Vietnam; October 8 to 31, 2020; 16 years and older; 1,821 respondents
Further information regarding this statistic can be found on page 8.
3 Source(s): Rakuten Insight; ID 1201570
Type of products purchased by consumers based on influencer endorsement in Vietnam as of October 2020, by
gender
Products purchased based on influencer endorsement in Vietnam 2020, by gender

Female Male
80%
71%
70%

60% 56%
50%
50%
Share of respondents

40% 36%
34% 33%
29% 29% 28%
30% 27% 27% 26%
24% 23%
20%
20% 18%
15% 14%
11%
10% 6% 5%
3%
0%
Cosmetics Clothing Shoes and Nutritional Books Jewellery and Consumer Household Fitness-related Pet products Others
bags supplements fashion electronics items and products and
and diet accessories and gadgets furniture accessories
products

Note(s): Vietnam; October 8 to 31, 2020; 16 years and older; 1,821 respondents
Further information regarding this statistic can be found on page 8.
4 Source(s): Rakuten Insight; ID 1201570
Type of products purchased by consumers based on influencer endorsement in Vietnam as of October 2020, by
gender
Products purchased based on influencer endorsement in Vietnam 2020, by gender

Female Male Your Headline

Your Notes:
80%
71%
70%
60% 56%
50%
50%
40% 34% 33% 36%
29% 27%27% 26%29% 28%
30% 24% 23%
20% 18%
20% 15% 14%
Share of respondents

11%
6%
10% 3% 5%
0%
ics ng gs ct
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et
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ur
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rie
s
er
s
et hi ba u o g it u h
sm o t d Bo so d n d so t
Cl nd ro es ga ur ro es O
Co s a
et
p
ac
c d d
f
d
p
ac
c
oe di n s an an te d
h d i o c s la n
S n sh ni m s-
re ts
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en d ec ol
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itn od
m an r el h F r
le ry e se t p
pp elle um ou Pe
su w n s H
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tio
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N

Note(s): Vietnam; October 8 to 31, 2020; 16 years and older; 1,821 respondents
Further information regarding this statistic can be found on page 8.
5 Source(s): Rakuten Insight; ID 1201570
Type of products purchased by consumers based on influencer endorsement in Vietnam as of October 2020, by
gender
Products purchased based on influencer endorsement in Vietnam 2020, by gender

Female Male
80%
71%
70%

60% 56%
50%
50%
Share of respondents

40%34% 36%
33%
29% 29% 28%
30% 27% 26%
24% 23%
20%
18%
20% 15% 14%
11%
10% 6% 5%
3%

0%
Cosmetics Clothing Shoes and bags Nutritional Books Jewellery and Consumer Household Fitness-related Pet products Others
supplements fashion electronics and items and products and accessories
and diet accessories gadgets furniture
products

Note(s): Vietnam; October 8 to 31, 2020; 16 years and older; 1,821 respondents
Further information regarding this statistic can be found on page 8.
6 Source(s): Rakuten Insight; ID 1201570
Type of products purchased by consumers based on influencer endorsement in Vietnam as of October 2020, by
gender
Products purchased based on influencer endorsement in Vietnam 2020, by gender

Female Male Your Headline

Your Notes:
80%71%
70%
56%
60% 50%
50%
36%
40%34% 33%
29% 27% 29%
26% 28%
30% 24% 23%
20% 18%
20% 15% 14% 11%
Share of respondents

6% 5%
3%
10%
0%
ics ng g s
ct
s ks rie
s
et
s
ur
e ct
s
rie
s
er
s
et hi ba u o g it u h
sm o t d Bo so d n d so t
Cl nd ro es ga ur ro es O
Co s a
et
p
ac
c d d
f
d
p
ac
c
oe di n s an an te d
h d io c s la n
S n sh ni m s-
re ts
a
tsa fa tro ite
e s u c
en d ec ol
d
itn od
m an r el h F r
le ry e se t p
pp elle um ou Pe
su w n s H
n al Je Co
tio
u tri
N

Note(s): Vietnam; October 8 to 31, 2020; 16 years and older; 1,821 respondents
Further information regarding this statistic can be found on page 8.
7 Source(s): Rakuten Insight; ID 1201570
Type of products purchased by consumers based on influencer endorsement in Vietnam as of October 2020, by
gender
Products purchased based on influencer endorsement in Vietnam 2020, by gender

Description
Source and methodology information
According to a survey on social media influencers conducted by Rakuten Insight in October 2020, cosmetics
Source(s) Rakuten Insight were the leading category among products that had been purchased thanks to influencers' endorsement in
Vietnam, according to 71 percent of female respondents. Meanwhile, for male respondents, the most bought
Conducted by Rakuten Insight influencer-endorsed product was clothing, with 56 percent of them saying so.

Survey period October 8 to 31, 2020

Region(s) Vietnam

Number of respondents 1,821

Age group 16 years and older

Special characteristics among 1,040 female and 781 male respondents

Published by Rakuten Insight

Publication date January 2021

Original source rakuten.com

Website URL visit the website

Notes: Original question: " What type of product have you purchased because it was
endorsed by an influencer?" Figures have been rounded