Star Power: Celeb Endorsements Click With Younger Demos

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  A new worldwide report by Mediaedge:cia says 30% of 18- to-34-year-olds would try a product promoted by a celebrity. Older consumers are much more resistant. Conversely, consumers 35-54 years old are moved only 14% of the time by celebrity endorsers. That number is steeper -- at 11% -- for those 55 plus.

Perhaps the biggest push for those marketers looking to hire a big visible endorser comes via word-of-mouth marketing. The survey said 18-34ers are 50% more likely than their older counterparts to recommend a celebrity-endorsed product to others. In addition, 35% believe celebrity endorsements improve a brand's awareness, help define its personality and generate interest.

Despite its most positive aspects, the study says marketers should be cautious.

Damian Thompson, global head of consumer insight at Mediaedge: cia, said: "It appears that interest in celebrity culture has peaked in some countries, and marketers need to be more strategic in their use of celebrity endorsements."

Right now, the study says 65% believe too many products are promoted by celebrities in their country. Just about a third -- 29% -- of respondents in the global study say celebrity endorsements influence their purchasing decisions.



1 comment about "Star Power: Celeb Endorsements Click With Younger Demos".
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  1. Rob Frydlewicz from DentsuAegis, November 18, 2009 at 11:17 a.m.

    For years MRI has asked a somewhat similar question about celebrity endorsements and the data show that such endorsements have the most influence with ethnic populations and those with less education. I wonder if Mediaedge's study shows the same?

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