Entertainment Report 2013

Entertainment Report 2013

06.24.13

What Millennials Really Think About Entertainment


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%


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%



Ethnicity

White 25%

Black 25%

Asian American

15%

Hispanic 25%

American Indian 3%

Mixed 7%



Marital Status

Single 36%

DaPng 6%

In a relaPonship

26%

Married 30%

Divorced 2%



Education

High school diploma 27%

Associates Degree 14%

Bachelors Degree 46%

Masters Degree 11%

Doctorate 2%



Employment Unemployed

5% Working part-‐Pme

15%

Working full-‐Pme 52%

Self-‐employed

6%

student 12%

full-‐Pme home maker

11%



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%



When asked to pick their three favorites for each category,

our Millennials chose…



14% Law & Order:

Special Victims Unit

20% The Walking

Dead



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%

12% Leonardo DiCaprio

17% Johnny Depp



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%

41% R&B

50% Pop



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%

20% Jay-Z

21% Adele



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%

18% Serena

Williams

26% Michael Jordan



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%

18% Will

Smith

31% Oprah

Winfrey



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%

20% Adriana Lima

38% Tyra Banks



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%

21% Nicholas Sparks

34% J.K. Rowling



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%

25% Calvin Klein

39% Marc Jacobs



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%

How influential are celebrity endorsers?



How influential are celebrity endorsers when Millennials

purchase cars?



Very InfluenPal

Somewhat InfluenPal

Not very InfluenPal

4%

25%

71%


purchase books and magazines?



Very InfluenPal

Somewhat InfluenPal

Not very InfluenPal

11%

30%

59%


purchase technology?



Very InfluenPal

Somewhat InfluenPal

Not very InfluenPal

10%

27%

63%


purchase fragrances and cosmetics?



Very InfluenPal

Somewhat InfluenPal

Not very InfluenPal

20%

34%

46%

How influential are celebrity endorsers when Millennials purchase shoes and clothes?



Very InfluenPal

Somewhat InfluenPal

Not very InfluenPal

25%

38% 37%


purchase food?



Very InfluenPal

Somewhat InfluenPal

Not very InfluenPal

8%

30%

62%


purchase jewelry?



Very InfluenPal

Somewhat InfluenPal

Not very InfluenPal

11%

37%

52%

Do gossip magazines or blogs influence your opinion about

celebrities?



Not at all 28%

Slightly 59%

Absolutely 13%

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, Oprah Winfrey, Johnny Depp and Tyra 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.



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