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 (find out more about this in our Vloggers report).

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Written by

Felim is Senior Trends Manager at GlobalWebIndex. He oversees the Trends team who produce a wide range of off-the-shelf reports and infographics along with our Chart of the Day series. Moving to GWI after completing a PhD, Felim specializes in writing about online consumer behaviors and digital trends.

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