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.
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