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BizReport : Social Marketing : March 23, 2011

Fans of celebs more likely to be fans of brands

Celebrities can be important brand ambassadors, but new research from The Nielsen Company suggests that followers of celebrities are just as valuable an asset.

by Helen Leggatt

nielsen.jpgAccording to Nielsen's research, almost two-thirds (64%) of adult Internet users in the U.S. who follow a celebrity via the likes of Facebook and Twitter also follow a brand on social networks.

This means the celebrity follower is four times more likely to follow a brand than the average U.S. adult Internet user.

"Celebrities can be valuable to advertisers, but so too can the people who follow them on social media websites," said Nielsen in a recent blog post.

The research also revealed that celebrity followers are significantly more likely than the average U.S. adult Internet user to comment or post on social networking sites (86% more likely), view consumer generated video (83%), visit a social networking site (67%) and play online games (45%).

Celebrity followers are also valuable consumers when it comes to online transactions and purchases. Around a quarter use the Internet to manage personal banking and credit card accounts, and they are significantly more likely to do so than the average U.S. adult online.

Top online purchases among celebrity followers include clothing/shoes/accessories (18%), music (14%), and books (14%).

Tags: brand management, celebrity endorsement, social media

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  • Brooke Palm

    FYI - It appears there is a typo in the first sentence "According to Nielsen's research, over two-thirds (64%)... ". Over two-thirds would be more than 66%.



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