Continuing our preview of our new Celeb Fans report, today’s blog looks at the impact of celebrity endorsements.
Among all internet users aged 16-64, a fifth say they discover brands through celeb endorsements. This rises to a quarter among 16-24s but drops to just 7% among the oldest internet users. As our charts shows, though, celeb endorsements are particularly effective among certain audiences – with Snapchat users at the very forefront of this trend (34%).
But while it’s not a surprise to see Celeb Fans over-indexing for finding brands through celebrity endorsements, it’s pretty telling that just 1 in 10 say the same about a vlog.