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.