Celebrity Endorsements Losing Their Influence In Purchasing Decisions
A survey of U.S. consumers revealed that 30 percent were more likely to purchase a product endorsed by a non-celebrity blogger than a celebrity. Market research firm Collective Bias’ study of how online behaviors influence purchase decisions found that “peer” endorsements were most effective with 17- to 34-year-olds.
Collective Bias reports that three percent of consumers would consider buying a product in-store if it was endorsed by a celebrity. Celebrity testimonials joined TV (7.4 percent), print (4.7 percent) and digital (4.5 percent) advertisements as forming the least influential traditional advertising vehicles among respondents.
“With little data available on the current state of influencer marketing, the findings of this report strongly indicate that consumers are less engaged with advertisements and seemingly disingenuous celebrity endorsements,” says Bill Sussman, CEO of Collective Bias. “As ad blocking continues to grow, it only further threatens the effectiveness of traditional ad techniques to deliver ROI, meaning brand marketers will need to turn to more effective alternatives such as influencer content.”
Facebook and Youtube have proven to be the most influential channels in Collective Bias’s research. About 19 percent of consumers find Facebook to influence their purchasing decision most, with YouTube coming in second at nearly 18 percent. YouTube is especially popular with men (22.8 percent) compared to women (13.9 percent). Only two percent of respondents checked Twitter first when researching products, and less than two percent said Twitter had the most influence on their decision to complete an in-store purchase.