Celebrity endorsements: How impactful are they for tech brands?

YouGov
September 22, 2021, 6:48 PM UTC

Celebrity endorsements have played a critical role in countless successful marketing campaigns, and roughly one in five global consumers think they are effective for selling electronics, new international YouGov data shows. 

YouGov asked consumers in several markets how effective they think celebrities are at promoting various types of goods and services. We found that among the 11 types, electronics ranks in the middle, with 21% saying a well-known star would be effective at promoting electronics devices. That’s behind beauty or personal care products (53%), clothes (45%), and food (25%). 

American consumers are less likely than those in other markets to indicate celebrity endorsements are effective (13%), as are adults in the United Kingdom (8%). 

But adults in urban Indonesia (43%), India (42%) and the United Arab Emirates (33%) are most likely to think a celebrity can be an effective brand ambassador for telcos. Results from China (30%), Mexico (28%), Hong Kong (24%), Spain (22%), and Poland (22%) are also above average. 

In general, marketers use celebrity endorsements as a way of attracting a younger audience and our data shows that this may be particularly effective when it comes to electronics. While global consumers aged 45-54 (19%) and 55+ (13%) are less inclined to feel celebrity endorsements are effective, those aged 18-24 (30%), 25-34 (27%) and 35-44 (24%) are more so inclined. 

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Methodology: The data is based on the interviews of adults aged 18 and over in 17 markets with sample sizes varying between 509 and 2,124 for each market. All interviews were conducted online in August 2021. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples.