January 16th, 2023, Kineree Shah
In this day and age, it’s common for consumers to be bombarded with choice. The plethora of options is one of the reasons why the general population looks to social media reviews before making a decision.
According to a new YouGov poll conducted across 17 international markets, more than a fifth of global consumers check social media reviews for out of home (OOH) leisure activities such as cinema, sports events, live entertainment shows, music concerts, etc. before making a purchase decision. This makes it one of the more popular products or services for which social media reviews are checked. OOH leisure ranks behind mobile phones (45%), tech products (43%), hotels (43%), cars (31%), and mobile phone networks (27%).
Chinese consumers are most likely to check social media reviews of OOH leisure activities compared to the rest of the international markets (32%). Nearly a quarter of consumers from India (26%), Hong Kong (25%), Indonesia (24%), and the UAE (24%) look through reviews on social media before making a purchase decision. Among Asian countries, Singaporeans are the least likely to check social media reviews (19%).
In Europe, more than a quarter of Spanish and Italian consumers check social media reviews of OOH leisure activities – the highest in the European market (28% each). Polish (25%), Swedish (23%), and French (21%) are more likely to read these reviews in comparison to Britons (18%), Danes (16%), and Germans (13%).
In the North American region, 22% of Canadians read social media reviews for OOH leisure, whereas in the US the number contracts to 16%.
If we look at the data by age, 18-24 (26%), 25-34 (24%), and 25-44 (23%) aged adults are more likely to check OOH social reviews as compared to those aged 45-54 (21%) and 55+ (18%). Globally, females tend to check OOH leisure social media reviews more often than males (25% females vs. 19% males).
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Methodology
YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18 and over in 17 markets with sample sizes varying between 514 and 2011 for each market. All surveys were conducted online in October 2022. 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 RealTime Omnibus.
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