Demographic profiles (n = 384)
| Characteristics | Number | Percentage (%) | |
|---|---|---|---|
| Gender | Female | 283 | 73.7 |
| Male | 101 | 26.3 | |
| Age | Below 21 | 289 | 75.3 |
| 21–30 | 52 | 13.5 | |
| 31–40 | 29 | 7.6 | |
| 41–50 | 10 | 2.6 | |
| 51–60 | 3 | 0.8 | |
| Higher than 60 | 1 | 0.3 | |
| Income level (per month) | Less than ¥5,000 | 327 | 85.2 |
| ¥5,000--¥10,000 | 39 | 10.2 | |
| ¥10,000--¥15,000 | 5 | 1.3 | |
| ¥15,000--¥20,000 | 5 | 1.3 | |
| More than ¥20,000 | 8 | 2.1 | |
| How long have you been watching virtual influencers? | Less than 1 year | 308 | 80.2 |
| 1 year–3 years | 44 | 11.5 | |
| More than 3 years | 32 | 8.3 | |
| Characteristics | Number | Percentage (%) | |
|---|---|---|---|
| Gender | Female | 283 | 73.7 |
| Male | 101 | 26.3 | |
| Age | Below 21 | 289 | 75.3 |
| 21–30 | 52 | 13.5 | |
| 31–40 | 29 | 7.6 | |
| 41–50 | 10 | 2.6 | |
| 51–60 | 3 | 0.8 | |
| Higher than 60 | 1 | 0.3 | |
| Income level (per month) | Less than ¥5,000 | 327 | 85.2 |
| ¥5,000--¥10,000 | 39 | 10.2 | |
| ¥10,000--¥15,000 | 5 | 1.3 | |
| ¥15,000--¥20,000 | 5 | 1.3 | |
| More than ¥20,000 | 8 | 2.1 | |
| How long have you been watching virtual influencers? | Less than 1 year | 308 | 80.2 |
| 1 year–3 years | 44 | 11.5 | |
| More than 3 years | 32 | 8.3 | |
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