September 8th, 2023, Lesley Simeon
In a recent survey conducted by YouGov, consumers from 18 international markets were polled about their preferences regarding product review videos on social media. While a previous piece delved into the popularity of gadget and electronic product videos, this piece focuses on understanding the propensity of consumers to watch product reviews of home appliances.
To begin, let's take a comprehensive look at the survey results. The data indicates that food and clothing are the most viewed categories, each garnering the attention of over a quarter of consumers (27% each). Trailing slightly behind are gadgets and electronics (26%). Meanwhile, over one in five consumers (21%) prefer to watch product videos for home appliances as well as makeup and skincare products.
We now zero in how likely consumers are to watch product videos for home appliances, by country.
Compared to other markets, Asians are more likely to watch product reviews of home appliances
India claims the largest proportion of consumers (43%) who have watched product reviews for home appliances on social media in the past three months. Further, consumers in Asia are more likely than those in Europe, North America and the Nordics to have watched product reviews for home appliances. In fact, polled data shows that no market from Europe finds a spot in the top five markets where consumers watch product reviews for home appliances.
A third (33%) of consumers in Indonesia and Hong Kong (30%) watch home appliances product videos.
In Europe, Italy reports the largest share (28%) of consumers who watch product reviews for home appliances, followed by Spain (24%). Conversely, France reports the lowest share (16%).
Looking at the Nordics, about a tenth (9%) of consumers in Denmark watch product reviews for home appliances on social media, while the figure from Sweden stands five percentage points higher (14%).
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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 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.
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