Celebrity Endorsement – Global@dvisor poll resultsJuly 2011
Technical note Global @dvisor is Ipsos MORI’s online omnibus, covering 24 countries worldwide every month Results are base...
SummaryLikelihood of considering stopping buying a product  – Globally, 27% of people say that they are likely to consider...
One quarter are likely to stop buying aproduct based on celebrity misbehaviourQ1. To what extent would you consider stoppi...
Likelihood of stopping buying product bycountryQ1. To what extent would you consider stopping buying a product if a celebr...
Very likely to consider stopping buyingproductQ1. To what extent would you consider stopping buying a product if a celebri...
Have actually stopped buying a product in the past dueto celebrity misbehaviourQ2. And have you every actually stopped buy...
Have stopped buying a product completelybased on celebrity misbehaviourQ2. And have you every actually stopped buying a pr...
Have not stopped buying a product in thepast due to celebrity misbehaviourQ2. And have you ever actually stopped buying a ...
For more information contact... paul.carroll@ipsos.com matt.williams@ipsos .com
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Ipsos MORI Global @dvisor: Celebrity Endorsements August 2011

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When celebrity endorsements go wrong: Our latest Global @dvisor survey shows that a quarter of global citizens say they would consider not buying a product if a celebrity that endorses it is reported to be engaging in personal misbehaviour.

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Ipsos MORI Global @dvisor: Celebrity Endorsements August 2011

  1. 1. Celebrity Endorsement – Global@dvisor poll resultsJuly 2011
  2. 2. Technical note Global @dvisor is Ipsos MORI’s online omnibus, covering 24 countries worldwide every month Results are based on 18,607 completed online questionnaires in June 2011 Country base sizes vary between c.500 and c.1000 depending on market Data are weighted to the national population profile of each country Note: low internet penetration in India and China
  3. 3. SummaryLikelihood of considering stopping buying a product – Globally, 27% of people say that they are likely to consider stopping buying products following personal misbehaviour by a celebrity who endorses that product. – A similar proportion (28%) say that they would be unlikely to consider stopping buying a product. – Chinese most likely to say that they would consider stopping buying a product (58%). – Other nations who are more likely to say they would consider stopping include South Korea (49%), Saudi Arabia (45%) and India (39%). – Just 13% of Swedes say they are likely to consider stopping buying a product. Similar proportions in Canada (14%), Australia (15%), Great Britain (17%) and Belgium (17%). – A higher proportion of Russians than any other nationality say that they are unlikely to consider stopping buying a product (55%).Actually stopped buying a product – In all, 25% of people have actually stopped buying a product, (temporarily or permanently), following personal misbehaviour by a celebrity who endorses that product. 62% of people have never done so. – China (66%), India (43%), Saudi Arabia (40%) and South Korea (38%) are the countries where people are most likely to have actually stopped buying a product. – Those in Belgium (11%), Sweden (14%), Canada (14%), Australia (14%) and Great Britain (15%) are least likely to have actually stopped buying a product.
  4. 4. One quarter are likely to stop buying aproduct based on celebrity misbehaviourQ1. To what extent would you consider stopping buying a product if a celebrity that endorses it is reported in the media to be engaging in personal misbehaviour? Don’t know Very likely 7% 10% Very unlikely 16% Fairly likely 16% Fairly unlikely 12% Likely 27% Unlikely 28% 38%Base: Base all respondents (18607) Neither/nor Source: Ipsos MORI Global @dvisor
  5. 5. Likelihood of stopping buying product bycountryQ1. To what extent would you consider stopping buying a product if a celebrity that endorses it is reported in the media to be engaging in personal misbehaviour? Very / fairly likely Very / fairly unlikely China 58% 14% South Korea 49% 14% Saudi Arabia 45% 20% India 39% 16% Poland 35% 21% Spain 33% 21% Mexico 30% 28% Indonesia 28% 19% Global 27% 28% Argentina 26% 32% France 25% 23% Italy 25% 29% Turkey 24% 41% Brazil 23% 29% Hungary 21% 39% Russia 21% 55% Japan 20% 30% South Africa 20% 36% United States 20% 26% Germany 18% 34% Belgium 17% 28% Great Britain 17% 35% Australia 15% 26% Canada 14% 29% Sweden 13% 37% Source: Ipsos MORI Global @dvisor Base: Base all respondents (18607) . Note: relatively low internet penetration in China/India
  6. 6. Very likely to consider stopping buyingproductQ1. To what extent would you consider stopping buying a product if a celebrity that endorses it is reported in the media to be engaging in personal misbehaviour? Very likely China 24% Poland 17% Saudi Arabia 16% Mexico 16% India 14% South Korea 14% Indonesia 13% Turkey 12% Spain 11% Argentina 11% Brazil 11% Those who say very France 11% Global 10% as opposed to fairly Italy 10% United States 8% likely to stop - better Hungary 8% South Africa 8% indication of those Russia 7% Germany 6% 7% committed to do so. Great Britain Australia 6% Sweden 6% Belgium 6% Japan 5% Canada 5% Source: Ipsos MORI Base: Base all respondents (18607)
  7. 7. Have actually stopped buying a product in the past dueto celebrity misbehaviourQ2. And have you every actually stopped buying a product, either temporarily or completely, because a celebrity that endorses it has been reported in the media to be engaging in personal misbehaviour? Have stopped China 66% India 43% Saudi Arabia 40% South Korea 38% Turkey 36% Spain 31% Indonesia 28% Poland 28% Mexico 27% “Have stopped” – Global 25% Argentina 24% includes those who Brazil 24% Italy 23% have temporarily Russia 20% United States 20% stopped as well as France 19% Germany 19% those who have Hungary 19% South Africa 19% 17% completely stopped Japan Great Britain 15% Australia 14% Canada 14% Sweden 14% Belgium 11% Source: Ipsos MORI Base: Base all respondents (18607) Global @dvisor
  8. 8. Have stopped buying a product completelybased on celebrity misbehaviourQ2. And have you every actually stopped buying a product, either temporarily or completely, because a celebrity that endorses it has been reported in the media to be engaging in personal misbehaviour? Stopped completely China 27% India 21% Poland 15% Turkey 15% Saudi Arabia 14% Mexico 14% South Korea 14% Spain 14% Brazil 14% Global 12% Italy 12% United 12% Germany 12% Hungary 11% 10% Just those who have Argentina France Australia 10% 10% stopped completely South Africa Russia 9% 9% - rather than temporarily Great Britain 9% Sweden 7% Japan 7% Canada 7% Indonesia 6% Belgium 6% Source: Ipsos MORI Base: Base all respondents (18607)
  9. 9. Have not stopped buying a product in thepast due to celebrity misbehaviourQ2. And have you ever actually stopped buying a product, either temporarily or completely, because a celebrity that endorses it has been reported in the media to be engaging in personal misbehaviour? Have not stopped Belgium 79% GB 77% South Africa 77% Canada 74% Australia 73% Germany 71% Russia 69% United 69% France 68% Hungary 68% Sweden 68% Argentina 67% Mexico 67% Indonesia 65% Italy 65% Brazil 64% Global 62% Japan 57% Poland 57% Spain 56% Turkey 54% India 46% South Korea 44% Saudi 39% China 21% Source: Ipsos MORI Base: Base all respondents (18607) Global @dvisor
  10. 10. For more information contact... paul.carroll@ipsos.com matt.williams@ipsos .com

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