How celebrities influence decision making – in UK

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.

Geography

  • 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.

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