According to a 2023 survey on influencer marketing, 51 percent of respondents of all generations from Southeast Asia indicated a neutral attitude towards sponsored content from influencers. Another 27 percent of respondents answered that they trusted sponsored content from influencers a little.
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Chart type
Level of trust in sponsored content from influencers among consumers in Southeast Asia as of July 2023
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Indonesia, Philippines, Singapore, Vietnam, Thailand
Survey time period
July 1 to 10, 2023
Number of respondents
2,500 respondents
Age group
16 years and older
Special properties
overall data of all generations
Method of interview
Online survey
Supplementary notes
Original question: "How much do you trust, if at all, sponsored content from influencers?"
N=500 respondents each in Singapore, Thailand, Vietnam, Indonesia, and the Philippines
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Milieu Insight. (September 19, 2023). Level of trust in sponsored content from influencers among consumers in Southeast Asia as of July 2023 [Graph]. In Statista. Retrieved June 27, 2025, from https://www.statista.com/statistics/1414013/sea-consumer-trust-level-in-sponsored-influencer-content/
Milieu Insight. "Level of trust in sponsored content from influencers among consumers in Southeast Asia as of July 2023." Chart. September 19, 2023. Statista. Accessed June 27, 2025. https://www.statista.com/statistics/1414013/sea-consumer-trust-level-in-sponsored-influencer-content/
Milieu Insight. (2023). Level of trust in sponsored content from influencers among consumers in Southeast Asia as of July 2023. Statista. Statista Inc.. Accessed: June 27, 2025. https://www.statista.com/statistics/1414013/sea-consumer-trust-level-in-sponsored-influencer-content/
Milieu Insight. "Level of Trust in Sponsored Content from Influencers among Consumers in Southeast Asia as of July 2023." Statista, Statista Inc., 19 Sep 2023, https://www.statista.com/statistics/1414013/sea-consumer-trust-level-in-sponsored-influencer-content/
Milieu Insight, Level of trust in sponsored content from influencers among consumers in Southeast Asia as of July 2023 Statista, https://www.statista.com/statistics/1414013/sea-consumer-trust-level-in-sponsored-influencer-content/ (last visited June 27, 2025)
Level of trust in sponsored content from influencers among consumers in Southeast Asia as of July 2023 [Graph], Milieu Insight, September 19, 2023. [Online]. Available: https://www.statista.com/statistics/1414013/sea-consumer-trust-level-in-sponsored-influencer-content/
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