SOURCE: Email from Phatgnat
Youth Say ?No Sale? On Celebrity Endorsements
95% of young people couldn?t care less about celebrities endorsing products or services, which is good news if you used to sponsor Kate Moss.
Advertising is also another poor medium in which to influence young peoples purchasing decisions, only 7% of the surveyed 11-25 year olds admit that seeing something advertised is an important factor in where they spend their pound/dollar/yen.
This and other equally revealing findings are detailed in the Phatgnat Youth Survey Report 2005. Nearly 400 young people between 11-25 were surveyed online from across the globe.
The results show this interconnected youth generation desire relevance, transparency and authenticity. Perhaps an explanation on why advertising and celebrity endorsements are failing to reach this demographic and why young people are hungry for brands or companies which traverse the simple buyer/seller relationship.
Phatgnat Founder and survey creator said, ?we developed this survey to simply find out what are the influencing factors behind young peoples purchasing decisions. The results highlight some obvious known factors such as price and friends recommendations, but there are some startling surprises.?
The findings from this research can be better illustrated by ranking the important factors relative to each other:
The price 70%
It has been made ethically 37%
A friends recommendations 33%
The brand contributes to good causes 33%
The brand name 24%
It?s in fashion or a trend 23%
Seen it advertised 7%
A celebrity has endorsed it 5%
DK goes further and states, ?it does raise the question why brands/companies still spend so much on advertising and celebrity endorsements when this money could be more effectively spent on social projects for a better return on investment?.?
The full report can be downloaded here: http://www.phatgnat.dk/report
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Other information:
About Phatgnat
Operating between the commercial and public sectors, Phatgnat creates opportunities for companies and brands to engage and communicate with young people whilst supporting local and central government's youth-oriented aims and targets through specific, high profile projects.
CONTACT INFORMATION:
DK, Founder & Director of Phatgnat,
Tel (UK): 01823 400716
Email: dk@phatgnat.dk
Website: www.phatgnat.dk
Weblog: www.typepad.phatgnat.com
Sponsors/collaborators information:
Key Comments ? www.keycomments.com
DominoThreads ? www.dominothreads.com
PleasureCards ? www.pleasurecards.com
Howies ? www.howies.com
Eastpak ? www.eastpak.com
Aiko ? www.weareaiko.com
Young People's Media Network - Coordinator
c/o ECMC (European Centre for Media Competence)
Bergstr. 8 / 11th floor
D-45770 Marl - Germany
Email: cschuepp@unicef.org
URL: www.unicef.org/magic
Mailing list: http://groups.yahoo.com/group/youthful-media
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