KOL commerce has been a popular way for brands to promote their products for a while now and, as it has become a particularly notable form of marketing in China that consumers want more connection and trust than ever. This specialist type of promotion is evolving to include more expertise in product information, purchase channels and building long term trust.

This Report covers consumers’ preferences towards different types of influencers in the technology industry, their viewing platforms, viewing frequencies and the content they are interested in. This Report also discusses consumers’ engagements with influencers and how influencers could impact consumers’ technology purchase considerations. Focusing on the key pain points in the purchase process that technology influencers have the most impact on, this Report provides brands with new perspectives to build effective influencer marketing strategies.

Technology influencers (also ‘key opinion leaders’, KOLs, or tech influencers) refer to people with a powerful influence on other people when purchasing or searching for technology products, especially through social media.

The Report will focus on how KOLs influence consumers’ purchasing decisions during the shopping journey.

Influencers are defined as celebrities who have a certain amount of authority or fame in one or more areas. Influencers include, but are not limited to, professionals, internet celebrities, grassroots stars, traditional celebrities, live streaming anchors, famous Taobao store owners/daigou and famous people on social media.