YouGov Surveys: On-demand consumer intelligence
February 28th, 2023, Rishad Dsouza

YouGov Surveys: On-demand consumer intelligence

YouGov Surveys is the collective term for our research services, which empowers clients with the ability to tap into our comprehensive consumer panel for fast and accurate analysis on virtually any topic, industry, or brand.

To cater to differing client needs, YouGov Surveys comes in two forms – self-serve and serviced. YouGov Surveys: Self-Serve is rapid-response surveying that is directly controlled by the client, with the ability to get results in as little as an hour. YouGov Surveys: Serviced offers fast-turnaround Omnibus and targeted Field & Tab research, supported by our expert researchers, for detailed insights in about 24 hours.

Read some of our latest YouGov Surveys analyses:

In this piece, we take a look at some pieces of content based on data derived from YouGov Surveys to better illustrate the capabilities and the range of the of the tool.

The conclusion of the World Cup got us thinking about one of the most-asked questions in contemporary football. Who is the GOAT of football? Lionel Messi, now a World Cup champion, featured very high on the list as people would expect, but it is Brazilian legend and three-time World Cup winner Pele that claimed the GOAT title, at least in Britain. Fans can still claim that Messi is a GOAT of the modern era as he trailed Pele only by four-percentage points. The Argentine also claimed bragging rights in the Messi vs Ronaldo battle, with him being rated as the GOAT by five times as many British football fans as Ronaldo.

In gaming, we tackled an equally pertinent topic – would gamers rather have their favorite franchises release titles as soon as possible even if that means that they have to put up with bugs and glitches in gameplay mechanics? Or would they rather have titles launched later but in a more complete state?

Meanwhile, the world of investing is in a state of transition on more fronts than one (think cryptocurrencies, NFTs, buy now, pay later et al). Recently, though, we explored the slightly more niche area of robo advisors and the degree of trust the consumers are willing to place in these automated bots for financial advice. Our findings reveal that while adoption rates are still low, this is partially due to a lack of awareness and robo financial advisors that build trust might be able to expand their user base in Britain. This in underlined by the fact that three in ten Brits are willing to place at least as much trust in robo advisors as traditional financial advisors.

More insights from YouGov surveys

We also used YouGov Surveys: Serviced to explore the smartphone features consumers consider important when going out to shop for their next device. The study revealed some rather interesting consumer preferences. In the UK, consumers are much likelier to take a phone’s photograph-taking capabilities into consideration than its video capabilities. The study also finds that consumers shopping for ultra-premium devices – those priced above £1000– are markedly more likely to place importance on a phone’s brand when shopping.

In the US, there isn’t the same disparity in consumer preferences for photograph and video quality. While consumers still showed a greater inclination towards camera picture quality, the difference wasn’t as stark as in the UK. In the US, one of the biggest differentiating factors between those buying ultra-premium devices and others was an emphasis on processor speed. Those spending over $1000 are nearly 44% likelier than other smartphone buyers to rate that as an important feature.

In the world of media, YouGov Surveys tapped into the topic of consumer willingness to pay for news and content websites. Over a third of Britons said it's worth paying for entertainment content websites (34%), but they are less likely to say the same about educational sites (27%). Demographically, men are likelier than women (39% vs. 30%) to believe in the worth of paid entertainment sites.

We also tapped into consumption behavior around video streaming platforms. Among other insights, we also found that Americans (27%) are much likelier than Britons (16%) to wait for an original show by a streaming service to end completely before watching it for fear of the show getting cancelled mid-way.

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