December 7th, 2022, Kineree Shah
Many brands loop in influencers to promote their products and services but it may or may not work for all products. According to a YouGov poll conducted across 18 international markets, global consumers are less likely to take notice of sports events promoted by social media influencers with three in five saying they are “not at all influenced”.
Promotion of tickets for sports events is one of the least noticeable types of content – just 31% say they notice such endorsements. Only gambling endorsements (21%) rank lower while other items like clothes (46%), grocery and food items (45%), out-of-home entertainment (44%) top the list. Other categories like cosmetics (42%), mobile phones (42%), tech devices (42%), air travel and hotels (41%), healthcare products (41%), media streaming services (41%), video games (35%), and financial and investment products (34%) also do well in comparison. However, consumer opinion varies across markets.
In the UAE (67%) and India (62%) more than three in five consumers are likely to notice endorsements “a lot” or “a little”. More than half of Indonesian (59%) and Chinese consumers (52%) share the same sentiment.
As we move towards Europe, the grip of influencers declines, and the numbers drop. Italian (30%), French (26%), Spanish (26%) and Polish consumers (24%) are more likely to take notice of influencers promoting sports events than Swedish (21%), German (17%), and Danish consumers (14%).
There is a lot of variation among the countries in the North American markets. In Mexico two in five (40%) say they are likely to take notice of endorsements for tickets to sports events p but in Canada less than a quarter (23%) are likely to do the same.
Britain and the US consumers are among the least likely to take notice of influencer-promoted sporting events with nearly three-quarters saying they are “not at all influenced”.
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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.