This is just a sneak peek at the thousands of consumer insights available to CivicScience clients. Discover more data.
How much can a celebrity endorsement help (or hurt) your brand? CivicScience data has shown the power of celebrity endorsements across industries, from Kylie Jenner to Kanye West to Oprah, as well as the enormous influence of social media stars. Even without typical partnerships, celebrities and public figures can inadvertently change consumer behavior, as seen with Taylor Swift’s effect on NFL viewership.
New CivicScience data show that 16% of U.S. adults say that they are at least ‘somewhat’ impacted by the celebrity endorsement of products, generally speaking. While celebrity impact is likely to be much larger depending on the details, that’s arguably the percentage of consumers who are aware that they are more likely to buy a product if it’s backed by a celebrity they like. There is a clear age gap here – younger adults are far more likely to be celebrity-driven, with 33% of those under age 35 who say celebrities influence their purchases, versus just 12% of consumers aged 35-54 and 5% of consumers aged 55 and older.
What can we learn from these consumers? Here are five unexpected traits about them among the 35-and-younger crowd, in comparison to those who say their product purchases are ‘not at all’ swayed by celebrity endorsements (who make up 40% of this demographic).
Join the Conversation: Have you ever purchased a product specifically because a celebrity endorsed it?
