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Celebrity Followers, Fans, Valuable to Brands

March 23, 2011

Celebrities can be valuable to advertisers, but so too can the people who follow them on social media sites: 64% of US adults who follow a celebrity also follow a brandaccording to a survey from The Nielsen Company.

Celebrity fans and followers are more likely to offer advice and opinion to fellow online consumers, particularly on entertainment topics. For example, 32% of adult fans of celebrities online frequently provide advice on movies, and such fans are 44% more likely to do so than online adults on average.

Some 28% of adult fans of celebrities offer opinions on music, and they are 56% more likely to do so than online adults on average. Similarly, 28% offer guidance on TV programs (34% more likely to do so).

Below, other findings from Nielsen's @Plan Release 4 2010, a quarterly survey of 36,000 US Internet users age 18+.

Higher Levels of Transactions, Purchases

Fans of celebrities are also valuable consumers in other areas online: Fully one-quarter use the Web to conduct personal banking transactions (25.4%) and manage their credit card accounts (25.2%).

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