Nielsen: Online Celebrity Fans More Likely to Follow Brands

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March 22, 2011

Advertisers are increasingly leveraging social networking and celebrities to attract consumers, according to The Nielsen Co., because they can quickly attract a multitude of followers and fans. Charlie Sheen -- who in three days attracted a million followers, a social media record – is just one recent example of celebrity social networking power.

But it’s not just the celebrities that are powerful. The people who follow celebrities are valuable assets to advertisers too, according to recent Nielsen research. Sixty-four percent of U.S. adult internet users who follow a celebrity also follow a brand, which means the celebrity follower is four times more likely to follow a brand than the average U.S. adult online.

“Nielsen found that such fans are also more likely to offer advice and opinion to fellow online consumers, according to Nielsen, particularly influencing music and entertainment choices, and product purchases. The food and beverages category is the fifth most popular topic that celebrity fans/followers provide advice on (see chart below).

Celebrity fans also are significantly more likely than the average adult online to comment/post on social networking sites (86 percent more likely), view consumer generated video (83 percent more likely), visit a social networking site (67 percent more likely) and play online games (45 percent more likely), according to Nielsen data.

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