The internet Gods seem to remember everything we’ve clicked on. One minute you’re sobbing through the last scene in Toy Story and the next, you’re being suggested other heart tuggers like ‘Up’ and ‘Inside Out’. In this piece, we’re looking at how consumers perceive online content recommendations – positively or negatively.
According to data from a recent YouGov survey that polled consumers across 17 international markets, nearly two in five consumers across markets (39%) feel positively about personalised content recommendations on online sites like Netflix or Amazon Prime Video.
More than one in ten (14%) feel negatively about such sites, while 37% of them are neutral – they have neither positive nor negative sentiments about sites that make personalised content recommendations.
YouGov’s demographic data reveals that the youngest group of respondents surveyed (18-24-year-olds) are the most likely across age groups (51%) to view personalised content recommendations positively. Conversely, the oldest of the lot, those aged 55 years and above, are the most likely (20%) to view personalised recommendations negatively.
Consumer sentiment towards online personalised content recommendation sites, by market
Consumers in India (58%) and the UAE (58%) lead in viewing personalised content recommendations online sites they have subscriptions to, positively. Italians (47%) lead in Europe, while Danes (27%) and Germans (27%) are least likely to view such sites positively.
In the US, a third of respondents (33%) have a positive take on such sites, while a smaller proportion of Britons (30%) share this view with their American counterparts.
Nearly a quarter of Britons (24%) view personalised content recommendation sites negatively, the most likely across markets to do so. Germans (23%), Swedes (23%) and Americans (23%) closely follow Brits.
In Asia, Singaporeans lead (7%) in seeing such sites in a negative light.
As for those who see personalised content recommendation sites in neutral light – Singaporeans lead (48%), followed by Hong Kongers (47%) and Spanish (44%).