September 8th, 2023, Lesley Simeon
A recent YouGov survey asked consumers across 18 international markets about the kinds of products they watch reviews for on social media. In this piece, we zero in on cars.
Before deep diving into cars, let’s first look at the overall list of items consumers are most likely to watch product reviews for on social media. An average of nearly three in ten (27%) indicate that they watch product reviews for food and clothing and shoes on social media, the highest of all categories.
Fewer than two in ten (18%) respondents watch product reviews for cars on social media. Consumers are least likely to watch product reviews for toys (10%) and tools (11%) on social media.
YouGov data further reveals that that men are more likely than women to watch product reviews for cars. More than one in five overall male respondents say they watch product reviews for cars on social media, while the share of women stands eight percentage points lower at 14%.
Let’s take a look at the proportion of consumers who watch product reviews for cars, by country.
Mexico accounts for the largest proportion of consumers who watch product reviews for cars (41%); Great Britain accounts for the least (7%).
UAE (37%) and India (34%) complete the top three markets where consumers are most likely to watch product reviews for cars.
Conversely, at 9% each, the US and Germany have a two-percentage point lead over Great Britain in this area.
Consumers in Singapore (12%) are least likely in Asia to watch product reviews for cars on social media. In Indonesia, less than a quarter (24%) of consumers watch product reviews for cars, while the proportion of consumers who do so in Australia is lower at 13%.
Moving on to Europe shows that Spain (23%) are at the top of the European markets surveyed, although the proportions dip in other markets - with just a single digit figure in Germany, for example (9%).
In the Nordics, both Sweden (16%) and Denmark (14%) record figures lower than two in ten consumers.
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YouGov Surveys: Serviced provides 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 437 and 2045 for each market. All surveys were conducted online in June 2023. 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.
Photo by Samuele Errico Piccarini on Unsplash