Brand Republic made public the survey results of Kantar Media‘s TGI survey. The topic: how celebrities influence consumer decision-making. Here is the data stripped from the article. Although it refers only to the Great Britain, we can draw some great insights from the data bellow.
In Britain, 5% of adults (+15 years old) believe that celebrities influence their behaviour. This amounts 2.5 million people today, 500 thousands more than three years ago.
- over 60% of the ones that are influenced by celebs are aged under 30.
- almost 50% are under 25.
- 56% of them are women.
- Londoners 41% more likely than the average adult to be influenced by celebrities.
- people in North-West are 31% more likely to be influenced by celebs
- people in South-East are 36%
- people in South-West 28%
Designer outfits and being seen
- 4 times more likely to believe that wearing designer clothes improves their image.
- 4 times more likely to believe that the point of drinking is to get drunk.
- 3.5 times more likely to believe that the point of the car is to catch the eyes of others.
Influenced by ads and sponsorships. Cinema: the most effective medium.
- 25% of them are amongst the 20% of heavy cinema goers.
- 88% more likely to consume cinema in comparison to the average adult.
- comedies and, more particular, romantic comedies, are the preferred genre of this group.
- 5 times more likely (compared to the average adult) to buy products from companies that endorse TV programs.
- 3.5 times more likely to buy from companies that endorse sports.
- 5 times less likely to agree that advertising is a waste of their time.
How the young see celebrity
- in 2007, 49% of 11-14 year olds wanted to be famous. In 2010 the percentage dropped at 45%.
- similar for age groups 7-10 and 15-19.
The importance of associating with someone famous
- 44% of 11-14 year olds agree on one thing: they hate Paris Hilton. 49% of 15-19 hate Katie Price.
- over 50% of children aged 7-10 like Ant & Dec. The same goes for Cheryl Cole.
- 35% of 15-19 year olds admire Simon Cowell. 16% admire the Pope and 13% Prince Charles.