Brand-Sponsored Online Contests Prove Popular With American Women

August 9, 2013

This article is included in these additional categories:

Asia-Pacific | Boomers & Older | Brand Metrics | Digital | Global & Regional | Men | Women | Youth & Gen X

Ipsos-US-Likelihood-Enter-Brands-Online-Contests-Aug201352% of American female internet users say they’ve entered an online contest or sweepstakes sponsored by a brand or product, per the latest survey wave release from Ipsos Open Thinking Exchange. The survey, conducted in early March, tracked the proportion of respondents who had entered such a contest in the prior month, finding American women about 41% more likely than American men to have done so (52% vs. 37%). Online Americans appear to more enticed by brand-sponsored contests than the average consumer from around the world.

Overall, 44% of online Americans said they’d entered a sponsored online contest in the prior month, compared to the 32% average across the 24 countries measured.

Interestingly, among online users in the US, the 18-34 group (39%) was less likely to have entered costs or sweepstakes than the 35-49 (47%) and 50-64 groups (48%). While there wasn’t much of a range when sorting by household income, likelihood of participating in these activities tended to rise alongside education level, reaching 50% among those categorized as having a high level of educational attainment.

Married (49%) respondents, business owners (60%) and senior executives (56%) were also more likely to claim to have entered an online contest.

The patterns were somewhat different on a global level. The gap between women (34%) and men (30%) was considerably smaller, and there was no discernible difference when sorting by age or marital status. In fact, among the various internet-using demographic groups, the only clear linear trend related to household income (HHI), with participation tending to increase with HHI.

Aside from the US, internet users in Canada (54%) and South Africa (52%) tended to have the highest likelihood to engage in online contests and sweepstakes, while those in Japan (6%) and South Korea (14%) apparently don’t find much appeal in them.

About the Data: The data is derived from the Global @dvisor Wave 43 (G@43), an Ipsos survey conducted between March 5th and 19th, 2013.

The survey instrument is conducted monthly in 24 countries around the world via the Ipsos Online Panel system. The countries reporting herein are Argentina, Australia, Belgium, Brazil, Canada, China, France, Great Britain, Germany, Hungary, India, Indonesia, Italy, Japan, Mexico, Poland, Russia, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Turkey and the United States of America.

For the results of the survey presented herein, an international sample of 18,147 adults aged 18-64 in the US and Canada, and age 16-64 in all other countries, were interviewed. Approximately 1000+ individuals participated on a country by country basis via the Ipsos Online Panel with the exception of Argentina, Belgium, Hungary, Indonesia, Mexico, Poland, Russia, Saudi Arabia, South Africa, South Korea, Sweden and Turkey, where each have a sample approximately 500+.

Weighting was then employed to balance demographics and ensure that the sample’s composition reflects that of the adult population according to the most recent country Census data, and to provide results intended to approximate the sample universe.

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