Sports gear – Which markets prefer online purchase and which are set on offline?
January 12th, 2024, Kineree Shah

Sports gear – Which markets prefer online purchase and which are set on offline?

In a global market increasingly driven by e-commerce and digital convenience, our analysis of purchasing sports equipment across 48 international markets reveals a nuanced picture. According to YouGov Global Profiles, on average, 37% of consumers prefer buying sports equipment online, with a quarter evenly split between online and offline (26%), and three in 10 favoring offline purchases (31%).

Regionally, patterns vary significantly. In Europe, a strong preference for offline shopping is evident in countries like Belgium and Austria, with over half consumers choosing physical stores. On the other hand, British consumers have a balanced approach with a third preferring shopping online (32%) as well as offline (33%). 

In North America, the US and Canada present contrasting preferences. While two in five American consumers prefer offline shopping (43%), Canada leans more towards physical stores (53% favoring offline purchases). In Asian markets like China, three in five opt for online purchases (58%) - the most across 48 markets. Vietnam (41%), India (40%), and Indonesia (39%) follow suit.

This trend highlights the varying digital penetration and consumer behaviors in different regions. The convenience of online shopping is embraced more in technologically advanced regions, while traditional shopping experiences remain popular in areas where digital infrastructure may be less developed, or consumer habits favor physical retail experiences.

To gain a comprehensive understanding of the diverse consumer base purchasing sports equipment, get in touch with us. 

Our in-depth analysis provides valuable insights into:

  • Demographics: Learn about the age, gender, income, and other demographic factors of these consumers.
  • Media Consumption Patterns: Discover the media channels these consumers engage with, helping you to target your marketing more effectively.
  • Attitudes and Habits: Understand their purchasing behavior, preferences, and attitudes towards sports and fitness, crucial for tailoring your product and marketing strategies.

Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 20 million+ members.

Methodology: YouGov Global Profiles is a globally consistent audience dataset with 1000+ questions across 48 markets. The data is based on continuously collected data from adults aged 16+ years in China and 18+ years in other markets. The sample sizes for YouGov Global Profiles will fluctuate over time, however the minimum sample size is always c.1000. Data from each market uses a nationally representative sample apart from India and UAE, which use urban representative samples, and China, Egypt, Hong Kong, Indonesia, Malaysia, Morocco, Philippines, South Africa, Taiwan, Thailand and Vietnam, which use online representative samples.

Cover photo by Mikhail Nilov