Just about more than 6 in 10 young people, ages 13 to 24, indicate that they would try out a product or brand based on what is suggested by a so-called “YouTuber” (YouTube star), over a product or brand touted by a TV or movie star, according to a DEFY Media survey.
The results are similar to another survey released in 2014 by Variety, notes MarketingCharts. That survey revealed that United States teenagers, aged 13 to 18 named YouTubers as their most influential figures over film, television, and music celebrities.
When asked about trying a product or brand suggested by either a YouTuber or a TV or movie star, responses by specific age were:
Would Try a Product/Brand Suggested by a YouTuber:
- 13 year olds: 62 percent
- 14-17 year olds: 63 percent
- 18-24 year olds: 62 percent
Would Try a Product/Brand Suggested by a TV/Movie Celebrity:
- 13 year olds: 43 percent
- 14-17 year olds: 47 percent
- 18-24 year olds: 49 percent
When asked about what they follow on social media regarding YouTubers and TV/movie celebrities, youth, by three age groups indicated:
- 13 year olds: 59 percent
- 14-17 year olds: 53 percent
- 18-24 year olds: 51 percent
Follows TV/Movie Celebrities
- 13 year olds: 32 percent
- 14-17 year olds: 44 percent
- 18-24 year olds: 54 percent
According to DEFY Media, while young people are watching television less, they are increasing the amount of time they spend consuming digital information, specifically through social media, such as YouTube. For young people, ages 13 to 24 specifically, viewing times broke down to:
- Online video via social media: Viewed by 96 percent for about 11 hours each week
- Traditional TV: Viewed by 81 percent for about 8 hours each week.
The trend—and DEFY Media notes that this is a trend and not just a fad—essentially confirms that, “The future for today’s 13-24 year olds is digital.” This is because, “Online sources deliver themes and personalities more reliable than those offered by TV—on the timetable and devices ‘native’ to this generation.”
- YouTube Stars More Influential Than Big-Screen Ones, Youth Say; March 5, 2015; by MarketingCharts staff.
- DEFY Media