Millennials' Entertainment Preferences
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Buzz Marketing Group sat down with Millennials from all over the nation to gain some insight into how this generation view celebrities and the entertainment world. The results were fascinating...
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Millennials' Entertainment Preferences
- 1. Entertainment Report 2013 06.24.13 What Millennials Really Think About Entertainment
- 2. Entertainment Report 2013 Who was Involved? Buzz Marketing Group’s Entertainment Report 2013 is based on qualitative and quantitative research involving 500 buzzSpotters® throughout the United States during the month of March of 2013. This report is available for download at www.buzzmg.com/reports. Composed based on data from 3.8.2013 to 3.22.2013 500 Participants 9,000 Panelists 53% Female 47% Male Survey fielded online Ages 18-34 18-22 17% 23-26 25% 27-30 31% 31-34 27% What Millennials Really Think About Entertainment
- 3. Location NY 14% CA 11% IL 12% TX 8% PA 7% DC 6% FL 7% GA 6% MA 7% MI 5% Rest of USA 17% Entertainment Report 2013 What Millennials Really Think About Entertainment
- 4. Ethnicity White 25% Black 25% Asian American 15% Hispanic 25% American Indian 3% Mixed 7% Entertainment Report 2013 What Millennials Really Think About Entertainment
- 5. Marital Status Single 36% DaPng 6% In a relaPonship 26% Married 30% Divorced 2% Entertainment Report 2013 What Millennials Really Think About Entertainment
- 6. Education High school diploma 27% Associates Degree 14% Bachelors Degree 46% Masters Degree 11% Doctorate 2% Entertainment Report 2013 What Millennials Really Think About Entertainment
- 7. Employment Unemployed 5% Working part-‐Pme 15% Working full-‐ Pme 52% Self-‐ employed 6% student 12% full-‐Pme home maker 11% Entertainment Report 2013 What Millennials Really Think About Entertainment
- 8. Household Income Less than $8,000 $8,000 -‐ $33,000 $33,000-‐ $82,000 $82,000 -‐ $170,000 $170,000 -‐ $370,000 More than $370,000 I don't want to specify 2% 23% 46% 22% 1% 0% 5% Entertainment Report 2013 What Millennials Really Think About Entertainment
- 9. When asked to pick their three favorites for each category, our Millennials chose… Entertainment Report 2013 What Millennials Really Think About Entertainment
- 10. 14% Law & Order: SpecialVictims Unit 20% The Walking Dead Entertainment Report 2013 What Millennials Really Think About Entertainment 16% The Big Bang Theory What are your favorite TV shows? 1. Walking Dead 20% 2. The Big Bang Theory 16% 3. Law & Order: SVU 14% 4. Family Guy 13% 5. Game of Thrones 13% 6. Modern Family 12% 7. Grey’s Anatomy 12% 8. Breaking Bad 11% 9. The Simpsons 11% 10. How I Met Your Mother 9%
- 11. 12% Leonardo DiCaprio 17% Johnny Depp Entertainment Report 2013 What Millennials Really Think About Entertainment 14% Denzel Washington Who are your favorite actors? 1. Johnny Deep 17% 2. Denzel Washington 14% 3. Leonardo DiCaprio 12% 4. Kerry Washington 11% 5. Will Smith 11% 6. Tom Hanks 9% 7. Sandra Bullock 8% 8. Brad Pic 8% 9. Jennifer Aniston 7% 10. Angelina Jolie 7%
- 12. 41% R&B 50% Pop Entertainment Report 2013 What Millennials Really Think About Entertainment 47% Hip-Hop What are your favorite genres of music ? 1. Pop 50% 2. Hip Hop 47% 3. R&B 41% 4. Soe Rock 17% 5. Hard Rock 17% 6. Country 14% 7. Jazz 11% 8. House 9% 9. LaPn American 9% 10. Dance 9%
- 13. 20% Jay-Z 21% Adele Entertainment Report 2013 What Millennials Really Think About Entertainment 20% Beyonce Who are your favorite music artists? 1. Adele 21% 2. Beyonce 20% 3. Jay-‐Z 20% 4. Maroon 5 17% 5. Rhianna 16% 6. Taylor Swie 16% 7. Kanye West 14% 8. Drake 13% 9. Eminem 12% 10. Lady Gaga 11%
- 14. 18% Serena Williams 26% Michael Jordan Entertainment Report 2013 What Millennials Really Think About Entertainment 25% David Beckham Who are your favorite athletes? 1. Michael Jordan 26% 2. David Beckham 25% 3. Serena Williams 18% 4. Lebron James 18% 5. Michael Phelps 14% 6. Kobe Bryant 10% 7. Gabby Douglas 10% 8. Tim Tebow 8% 9. Dwayne Wade 8% 10. Floyd Mayweather Jr. 8%
- 15. 18% Will Smith 31% Oprah Winfrey Entertainment Report 2013 What Millennials Really Think About Entertainment 30% Justin Timberlake Who are your favorite celebrity entrepreneurs? 1. Oprah Winfrey 31% 2. JusPn Timberlake 30% 3. Will Smith 18% 4. Jay-‐Z 16% 5. The Kardashians 14% 6. Zooey Deschane 11% 7. Gwen Stefani 9% 8. Dr. Dre 9% 9. Magic Johnson 9% 10. Donald Trump 9%
- 16. 20% Adriana Lima 38% Tyra Banks Entertainment Report 2013 What Millennials Really Think About Entertainment 34% Heidi Klum Who are your favorite models? 1. Tyra Banks 38% 2. Heidi Klum 34% 3. Adriana Lima 20% 4. Kate Moss 20% 5. Naomi Campbell 17% 6. Cindy Crawford 16% 7. Gisele Budchen 15% 8. Bar Rafaelli 15% 9. Miranda Kerr 13% 10. Selita Ebanks 9%
- 17. 21% Nicholas Sparks 34% J.K. Rowling Entertainment Report 2013 What Millennials Really Think About Entertainment 31% Stephen King Who are your favorite authors? 1. J.K. Rowling 34% 2. Stephen King 31% 3. Nicholas Sparks 21% 4. J.R.R. Tolkien 16% 5. Stephenie Meyer 15% 6. James Pacerson 14% 7. John Grisham 12% 8. Danielle Steel 11% 9. E.L. James 11% 10. Dean Koontz 10%
- 18. 25% Calvin Klein 39% Marc Jacobs Entertainment Report 2013 What Millennials Really Think About Entertainment 31% Ralph Lauren Who are your favorite designers? 1. Marc Jacobs 39% 2. Ralph Lauren 31% 3. Calvin Klein 25% 4. Coco Chanel 22% 5. Vera Wang 22% 6. Alexander McQueen 18% 7. Betsey Johnson 18% 8. Dolce & Gabbana 17% 9. Kate Spade 17% 10. Stella McCartney 11%
- 19. How influential are celebrity endorsers? Entertainment Report 2013 What Millennials Really Think About Entertainment
- 20. How influential are celebrity endorsers when Millennials purchase cars? Entertainment Report 2013 What Millennials Really Think About Entertainment Very InfluenPal Somewhat InfluenPal Not very InfluenPal 4% 25% 71%
- 21. How influential are celebrity endorsers when Millennials purchase books and magazines? Entertainment Report 2013 What Millennials Really Think About Entertainment Very InfluenPal Somewhat InfluenPal Not very InfluenPal 11% 30% 59%
- 22. How influential are celebrity endorsers when Millennials purchase technology? Entertainment Report 2013 What Millennials Really Think About Entertainment Very InfluenPal Somewhat InfluenPal Not very InfluenPal 10% 27% 63%
- 23. How influential are celebrity endorsers when Millennials purchase fragrances and cosmetics? Entertainment Report 2013 What Millennials Really Think About Entertainment Very InfluenPal Somewhat InfluenPal Not very InfluenPal 20% 34% 46%
- 24. How influential are celebrity endorsers when Millennials purchase shoes and clothes? Entertainment Report 2013 What Millennials Really Think About Entertainment Very InfluenPal Somewhat InfluenPal Not very InfluenPal 25% 38% 37%
- 25. How influential are celebrity endorsers when Millennials purchase food? Entertainment Report 2013 What Millennials Really Think About Entertainment Very InfluenPal Somewhat InfluenPal Not very InfluenPal 8% 30% 62%
- 26. How influential are celebrity endorsers when Millennials purchase jewelry? Entertainment Report 2013 What Millennials Really Think About Entertainment Very InfluenPal Somewhat InfluenPal Not very InfluenPal 11% 37% 52%
- 27. Do gossip magazines or blogs influence your opinion about celebrities? Entertainment Report 2013 What Millennials Really Think About Entertainment Not at all 28% Slightly 59% Absolutely 13%
- 28. Key Findings Magazines and blogs are less powerful than they seem with our Millennials. Only 13% of our Millennials are absolutely influenced by what they read in the tabloids. Gossip blogs and magazines share a special relationship with celebrities as they often have the power to make them or break them, or simply keep them relevant. 59% say that they are slightly influenced by them while 28% say they are not influenced at all. Celebrity endorsers are not very influential with Millennials. For years it has been thought that star power was crucial in order to market your brand successfully, but our Millennials are telling us that is not the case. Only fashion(25%) and beauty(20%) celebrity endorsers were considered very influential by our Millennials. This year we were reminded that even with the host of newcomers in recent years, the A-List is still full of the same old stars. Michael Jordan, OprahWinfrey, Johnny Depp andTyra Banks are just a few of the household names we all recognize that our Millennials chose as their favorites. Marc Jacobs was the most popular this year with 39% of the votes for favorite designer. Entertainment Report 2013 What Millennials Really Think About Entertainment
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