YPulse has tracked the changing definition of fame for some time, and watched as Gen Z and Millennials have ushered in the age of the influencer. Online celebs continue to be the public figures young consumers trust most—the impact and viewpoints of the celebs and influencers that take up their FYP is undeniably important. But how do they currently stack up against ”traditional” celebs, and how is influencer fame, now the norm, continuing to evolve?
YPulse’s Celebrities and Influencers report looks into young consumers viewpoints on online influencers, what they’re after from their feed-favorites, and how they want brands to engage.
Download the full report for insights on:
- Gen Z and Millennials perception of how online celebrities compares to other public figures, and where they expect online celebs to show up next
- The reach nano-influencers can bring to branded content partnerships, and how following count impacts young consumers’ trust in online celebs
- Why BIPOC young consumers are more likely to want to be an influencer, compare White/non-Hispanic young consumers
Report length: 14 pages
North America report is based on a survey of 1500 13-39-year-olds in the U.S. and Canada, fielded in June 2022
Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in June 2022
Additional survey content for Pro users: Online celebrities influence on young people’s purchasing behaviors, the strong ideology young people have on cancel culture, and the activities they’ve done after learning about it from an online celebrity.
Survey content for Pro users also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, BIPOC, Country, Urban/Rural Status, LGBTQ+, and Parent
