September 8th, 2023, Lesley Simeon
In a recent survey, YouGov asked consumers from across 18 international markets about the type of products for which they watch product reviews on social media. In this piece, we focus on the share of consumers who watch product reviews for gadgets and electronics.
To contextualize the data, let’s look at the complete list of products for which consumers have watched product reviews on social media platforms like YouTube, Instagram and TikTok.
Food and clothing or shoes are the two product categories that find a spot right at the top of the list of products, with close to three in ten (27%) consumers watching product reviews for each of those categories on social media in the past three months. Gadgets/electronics rank third, with a little over a quarter (26%) of global consumers watching product reviews for these items.
Drilling deeper, we look at the proportion of consumers that have watched product reviews for gadgets/electronics, by age.
Survey results reveal that consumers between 18 and 24 years of age account for the highest share of consumers (36%) who have watched product reviews for gadgets/electronics - something concerned brands can make note of when looking at identifying and engaging their target audiences via social media.
Just under a third (32%) of adults aged 25-34 have watched product reviews for gadgets/electronics on social media, while consumers aged 55 years and above (17%) are the least likely to have done so, compared to other age groups.
Next, we look at consumers who watch product reviews for gadgets/electronics on social media, by country.
More than half of consumers in India watch social media product reviews for gadgets/electronics
Among markets surveyed, we see that India leads the chart the more than half (54%) of its consumers watching product reviews for gadgets and electronics on social media. Indonesia (50%) follows closely behind.
As for other markets in Asia, a third of consumers in Hong Kong (34%) and Singapore (33%) tune into reviews of gadgets.
Survey results show us Asian consumers are more likely than their European and American counterparts to watch product reviews for gadgets/electronics on social media.
Mexico also records an impressive number with less than half (46%) of its consumers watching product reviews for gadgets and electronics on social media.
The proportion of consumers in the US (12%) and Great Britain (14%) who watch product reviews for gadgets/electronics is on the lower end of the global spectrum.
Data from Europe gives us a mixed picture, with Spain leading other markets in this region with the highest proportion of consumers (31%) who watch product videos for gadgets/electronics on social media. Conversely, France accounts for the lowest proportion with less than two in ten (17%) consumers watching product videos for gadgets/electronics.
As for the Nordics, at slightly over one in ten (11%) consumers, Denmark records the lowest proportion of consumers globally who watch product reviews for gadgets/electronics on social media. In Sweden, that share rises to 20%.
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Methodology:
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 Samsung Memory on Unsplash