Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Millennials Are Wary of Celebrity Endorsements

And nearly four in 10 think paid endorsements erode credibility

The practice of celebrity endorsements appears to be in trouble with at least one key demographic—millennials.

A wide-ranging survey of US millennial internet users from Roth Capital Partners found that the vast majority of respondents, 78%, either had a negative view of celebrity endorsements, or were indifferent to the practice with regard to making a purchase.

That outcome actually seems to reflect a wider attitude in which celebrity endorsements are losing their sheen.

A separate survey of US adult internet users from Collective Bias conducted in July found that only 22.1% of respondents said they were more willing to purchase a holiday gift from an unknown brand or retailer on the strength of a celebrity endorsement.

Roth Capital Partners also found millennials were similarly conflicted about influencers, who don't always fit into the "celebrity" category. About one-third of millennials polled remained unconvinced that their best interest is top of mind for digital influencers.

And another 34% were indifferent to the idea of digital influencers looking out for them.

Pay for play similarly raised concerns, with nearly four in 10 respondents saying that paid endorsements erode both influencer and celebrity credibility.

Zachary Cantor, director of decision sciences at digital marketing company GlobalWide Media, notes that identifying the right influencers can make all the difference for campaigns that rely on them.

"Influencer marketing tools can, for example, build a social graph to identify users—not necessarily celebrities—that are inclined to influence others and then intelligently message those users through cross-device campaigns," he said.

Roth also found that repetition appears to play an important role in influencer campaigns. More than half of millennials surveyed said an influencer's repeated use of a product was more important than a one-time endorsement.