Is the time of celebrities over? This is how customer behavior will change in 2024

By: Trademagazin Date: 2024. 06. 12. 13:18

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Consumers are becoming more and more aware, and they are less affected by traditional purchase promotion advertisements. Celebrities are also starting to lose their ability to influence, even opinion leaders are only really listened to by their followers if they seek their attention with professional arguments – according to EY’s latest international research conducted with more than 23,000 consumers in 30 countries.

When shopping, nearly two-thirds (57%) of those surveyed in EY’s research of more than 20,000 people consult online communities, and even more (61%) have already bought a product based on the recommendation of an influenza agent. In comparison, only a fifth of respondents (21%) clicked on an ad on social media.

An influencer is watched primarily because he creates material that they find valuable (49%) or enjoyable (44%). At the same time, celebrities are losing their popularity – only a quarter of respondents (25%) follow someone just because they are famous.