November 11th, 2022, Kineree Shah
Influencer marketing has been long used to create awareness of products and services. While it may be a potent tool for marketing, it may or may not work for all products. According to a new YouGov poll conducted across 18 international markets, global consumers are less likely to notice gambling endorsements promoted by social media influencers with seven in 10 saying they are ‘not at all influenced’.
Gambling endorsements are the least noticeable content with only 21% saying they notice them ‘a lot’ or ‘a little’ in comparison to clothes (46%), grocery and food items (45%), out-of-home entertainment (44%), cosmetics (42%), mobile phones (42%), tech devices (42%), air travel and hotels (41%), healthcare products (41%), media streaming services (41%), video games (35%), financial and investment products (34%) and tickets for sporting events (31%). However, consumer opinion varies across markets.
Nearly half of Indian consumers (47%) are likely to take notice of influencer-promoted gambling endorsement ‘a lot’ or ‘a little’ - the highest across all markets surveyed. In Hong Kong (29%) about a third share the same sentiment.
As we move towards Europe, the grip of influencers declines, and the numbers fall. French consumers are more likely to take notice of gambling ads by social media influencers (23%) than the rest of the European markets (18-12%). There’s a lot of variety in the data in the North American region. In Mexico more than a quarter (28%) say they are likely to take notice of gambling ads by influencers but in Canada only 17% are likely to do the same.
British and the US consumers are least likely to take notice of influencer-promoted gambling endorsements, with more than three-quarters saying they are ‘not at all influenced’. Diving into American consumers by age, more than a quarter of the audience between 18 to 34 years are likely to notice influencer-promoted gambling endorsements ‘a lot’ or ‘a little’. But in Britain this number falls to about a tenth (11-15%). Recently the UK Committee for Advertising Practice banned gambling companies that use stars to target under-18s.
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Methodology
YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18 and over in 18 markets with sample sizes varying between 513 and 2015 for each market. All surveys were conducted online in August 2022. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov RealTime Omnibus.