SOCIAL MEDIA & USER-GENERATED CONTENT

Type of products purchased by consumers based on

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

Share of respondents
0% 10% 20% 30% 40% 50% 60%

Cosmetics 55%

Clothing 52%

Shoes and bags 31%

Nutritional supplements and diet products 27%

Books 27%

Consumer electronics and gadgets 26%

Jewellery and fashion accessories 22%

Fitness-related products 20%

Household items and furniture 18%

Pet products and accessories 8%

Others 4%

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 1201137
Type of products purchased by consumers based on influencer endorsement in Vietnam as of October 2020
Products purchased by consumers based on influencer endorsement in Vietnam 2020

Share of respondents Your Headline

Your Notes:
0% 10% 20% 30% 40% 50% 60%

Cosmetics 55%

Clothing 52%

Shoes and bags 31%

Nutritional supplements and diet products 27%

Books 27%

Consumer electronics and gadgets 26%

Jewellery and fashion accessories 22%

Fitness-related products 20%

Household items and furniture 18%

Pet products and accessories 8%

Others 4%

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 1201137
Type of products purchased by consumers based on influencer endorsement in Vietnam as of October 2020
Products purchased by consumers based on influencer endorsement in Vietnam 2020

60% 55%
52%
50%

40%
31%
30% 27% 27% 26%
22%
20%
20% 18%
Share of respondents

10% 8%
4%
0%
ics ng gs s ks s s s re s s
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et hi ba u o g u
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o
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et
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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 1201137
Type of products purchased by consumers based on influencer endorsement in Vietnam as of October 2020
Products purchased by consumers based on influencer endorsement in Vietnam 2020

60% Your Headline

55%
52% Your Notes:

50%

40%
31%
30% 27% 27% 26%
22%
20%
20% 18%
Share of respondents

10% 8%
4%
0%
ics ng gs s ks s s s e s s
ct et rie ct ur rie er
et hi ba u o g u i t th
sm ot d Bo d s o
od rn so
Cl nd pr
o ga es pr fu es O
Co s a t d c c d cc
oe di
e n a ed an
a
h d ic sa io n l at s n d
S n n sh -re m sa
tsa ctro fa ess ite u ct
en e d tn ld d
m r el an Fi ho ro
le e ry se t p
pp um e lle ou Pe
su n s w H
n al Co Je
io
trit
Nu

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 1201137
Type of products purchased by consumers based on influencer endorsement in Vietnam as of October 2020
Products purchased by consumers based on influencer endorsement in Vietnam 2020

60% 55%
52%
50%

40%
31%
30% 27% 27% 26%
22%
20%
18%
20%
Share of respondents

8%
10% 4%

0%
ics ng gs s ks s s s re s s
ct et rie ct rie er
et hi ba u o g u
ni
tu th
sm ot d Bo d ss
o d ss
o
Cl nd ro ga ce pr
o u r
ce
O
Co s a
et
p d c f c
oe i an a ed nd a
d s on l at sa nd
Sh d ic hi -re sa
an n s ite
m t
ts ctro fa ess uc
en e d
itn ld d
el an F o ro
em r y eh p
pl e
lle
r s t
up sum e Ho
u Pe
ls n w
a Co Je
n
io
trit
Nu

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 1201137
Type of products purchased by consumers based on influencer endorsement in Vietnam as of October 2020
Products purchased by consumers based on influencer endorsement in Vietnam 2020

60% 55% Your Headline

52% Your Notes:

50%

40%
31%
30% 27% 27% 26%
22%
20%
18%
20%
Share of respondents

8%
10% 4%

0%
ics ng gs s ks s s s e s s
ct et rie ct ur rie er
et hi ba u o g u i t th
sm ot d Bo d s o
od rn so
Cl nd pr
o ga es pr fu es O
Co s a t d c c d cc
oe di
e n a ed an
a
h d ic sa io n l at s n d
S n n sh -re m sa
tsa ctro fa ess ite u ct
en e d tn ld d
m r el an Fi ho ro
le e ry se t p
pp um e lle ou Pe
su n s w H
n al Co Je
io
trit
Nu

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 1201137
Type of products purchased by consumers based on influencer endorsement in Vietnam as of October 2020
Products purchased by consumers based on influencer endorsement in Vietnam 2020

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, as chosen by 55 percent of respondents. Meanwhile, around 52 percent of respondents stated having
Conducted by Rakuten Insight purchased clothing due to the similar endorsement.

Survey period October 8 to 31, 2020

Region(s) Vietnam

Number of respondents 1,821

Age group 16 years and older

Special characteristics n.a.

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