February 28th, 2023, Janice Fernandes
Social media influencers have become an important factor in brands’ marketing strategies. But what share of consumers notices these endorsements? And in which category are they most effective?
According to a YouGov poll conducted across 18 international markets, influencer endorsement effectiveness can vary significantly across product and service categories.
Categories like clothes (46%), food items (45%) and out-of-home entertainment (44%) get the most mileage out of influencer endorsements. Media streaming services (41%) and air travel and hotels (41%) also do well. But promotions for gambling (21%) and tickets for sporting events (31%) tend to achieve less traction from these endorsements.
In this piece, we take a closer look at how consumers react to media streaming service endorsements in individual markets.
India has the highest percentage of people who are influenced by media streaming endorsements ‘a lot’ and ‘a little’ (76%), followed by Indonesia (71%) and China (61%). Singapore has the lowest percentage of people who say they've noticed media endorsements from influencers (41%), with over half of the population saying they are ‘not at all influenced’ (53%). Consumers in Hong Kong follow suit with nearly half of consumers picking ‘not at all influenced’ (48%).
Social media influencers have a strong hold in UAE where 75% of consumers say they’ve noticed streaming service endorsements.
In Europe, the highest percentage of people who notice influencer-promoted streaming service endorsements are in Spain (39%), followed by Italy (37%) and France (34%). In contrast, social media influencer endorsements for streaming services are least successful in Denmark (17%) and Great Britain (21%). Nearly three-quarters of consumers in these two countries say they are not at all influenced by media streaming endorsements by social media influencers – 72% in Denmark and 74% in Britain.
In North America, the opinions are completely varied. Americans are among the least likely to notice social media influencers promoting streaming services at only 23%, while a majority say they are not at all influenced (67%). On the other hand, opinions in Mexico are the complete opposite, with 63% consumers saying they have noticed influencer endorsements for streaming services.
Explore our living data – for free
To receive monthly insights about media and content register here.
To read YouGov’s latest intelligence on the media industry explore here.
Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 20 million+ members. Speak with us today.
Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years 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 Surveys: Serviced.