September 28th, 2023, Lesley Simeon
A recent YouGov survey asked consumers across 18 international markets about which products they watch product reviews for on social media. According to this poll, consumers are most likely to watch product reviews for clothing or shoes (27%) and food (27%).
Gadgets/electronics (26%) follow at a close second. Toys were the least viewed category out of all the options listed.
YouGov data further reveals that women are more likely than men to watch product reviews for clothing or shoes. Nearly a third of female respondents (31%) say they watch product reviews for clothing or shoes on social media, while the share of men stands eight percentage points lower at 23%.
Let’s now look at how likely consumers across different countries are to watch product reviews for clothing or shoes.
Urban India accounts for largest proportion of consumers who watch product reviews for clothing or shoes (59%); Great Britain accounts for the least (12%)
Indonesia (50%), UAE (50%) and Mexico (49%) are some of the other top markets where consumers take to clothing or shoes product videos on social media.
In Asia, consumers in Hong Kong are the least likely (29%) to watch clothing or shoes product videos and in Europe, Germans (15%) are the least likely to do so.
More than a third (36%) of consumers in Spain watch clothing or shoes product videos on social media, followed by Poland (28%).
Consumers in the US (14%) aren’t big on product reviews for clothing or shows - consumers here have just a two percentage point lead over bottom-placed Great Britain.
The Nordics don’t seem too excited about reviews for clothing or shoes either, data suggests. Fewer than two in ten consumers in both Sweden (19%) and Denmark (16%) report that they watch product reviews for clothing or shoes, among the lowest globally.
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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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