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Buzz on
                                Celebrities
                            Study        10.0


Th e te n th wa ve o f a n e w a n n ua l r e p o r t p r o f ili n g th e se u p a nd
                           c o m i n g Mille n n ia ls.
Who was
                                        Involved?


                                                                                             9000
                                                  This network is used as a resource for
                                              *   ethnographies, focus groups, personal
                                      1234253
                             - ./*0                                interviews, immersion
                       +",(&
466 members of                                          experiences, surveys, and polls.

                        56781*" $$.9'$)*               Overall, this panel is composed of
our buzzSpotter®                                   trend influencers, and represent all of
                                                    the “tribes” we have identified, which

network                  : %. ;/./*<
                                       (;%(.*
                                                        include: independents, preppies,
                                                                 techies and alternatives.   buzzSpotters®
participated in this      =;<)./*012>5253*
survey.

65% /35%
female male
                                                                  466                !"# $%& %'" ( $) *
                                                                                                      buzzmg.com
location
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AGE
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The respondents
ranged in age from   =)@=.#             =%&#

14 – 34 years old.
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ethnicity                        28D6M#
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Relationship
   status
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                =.&#
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                                            %&#               buzzmg.com
Education

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                               $&#

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                                         =>&#




                                            +779IEH867#
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            FHID6G9M7#                         $=&#
             P6OM66#
              >$&#



                                                          buzzmg.com
o r king
                                              ille n nials are w
employment                       52% o f our M             are u ne mplo y
                                                                          ed.
                                                   ly 8%
                                 full-time and o n


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                             ,&#             ?&#



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                       $%&#                        NHM8@QL6#
   <6G:@6LNG9U6R#                                    $,&#
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                                                                                buzzmg.com
Household
                                           stude n ts fall
                                                           be twee n              income
                            45% o f our                      h o ld
                            th e na tio nal  ave rage h ouse
                                                            82,000
                             in c o me o f $33,000 and $




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                                              =?&#

                $)&#
                                                                           $&#
    )&#                                                          >&#                   >&#

(677#8DHK#   W?XAAA#@#   W))XAAA@#       W?=XAAA#@#       W$%AXAAA#@# 49M6#8DHK# '#R9KY8#ZHK8#
 W?XAAA#     W))XAAA#    W?=XAAA#        W$%AXAAA#         W)%AXAAA# W)%AXAAA# 89#7N6IE:U# buzzmg.com
Actor /
              Actress



     9DKKU#P6NN#                     =A&#




P6K[6G#CH7DEKO89K#                $?&#




        CEGG#<LE8D#            $%&#




         * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
Athlete




4EIDH6G#9MRHK#                 )=&#




PHSER#F6IJDHL#                 )A&#




4EIDH6G#/D6GN7#             =)&#



         * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
Music
                artist or
                 group



  +R6G6#                     =.&#




  HU@]#                  ==&#




5EDHKKH#               $?&#



           * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
Celebrity
          entrepreneur




  2NMHD#CEK:M6U#                  ))&#




 0D6#_HMRH7DEHK7#                =B&#




V7QK#0EL^6MGHJ6#             =$&#



         * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
Politician
               or royal



FHMHIJ#2^HLH#                   .=&#




   FEGG#*GEK89K#            ,,&#




3EGGHMU#*GEK89K#          ).&#



          * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
model




  36ERE#_GVL#               ,=&#




  0UMH#FHKJ7#              )B&#




+RMEHKH#(ELH#          =%&#



         * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
Television
           personality




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     HU#(6K9#            =A&#



         * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
Writer or
              author



  <86ND6K#_EKO#                    )%&#




     _#59ZGEKO#                  )>&#




!EID9GH7#<NHMJ7#             =)&#



          * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
designer




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 *HGSEK#_G6EK#          )A&#



          * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
celebrity




       CEGG#<LE8D#                  $)&#




     9DKKU#P6NN#                   $)&#




(69KHMR9#PE*HNME9#               B&#



         * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
Where do you
           get your news
               first ?


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                                         buzzmg.com
Do blogs & Mags
influence your
   opinion of
    celebs?


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                                  $)&#

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                    )=&#




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                                                  buzzmg.com
Which of the
following do
 you read?
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                   *97L9N9GE8HK#                             ,%&#

                         'K#09VID#                      ,)&#

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                             <8HM#

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                                                                    buzzmg.com
How influential
are celebs when
 you buy beauty
   supplies?
    ;KEKeV6KQHG##
        $)&#

                    bd8M6L6GU#
                    'KeV6KQHG#
                       =$&#
  <GEOD8GU#
'KeV6KQHG##
    $,&#



                           a6MU#
    <9L6ZDH8#           'KeV6KQHG#
    'KeV6KQHG#             =?&#
       =,&#




                                     buzzmg.com
How influential
are celebs when
 you buy a car?

                          bd8M6L6GU#
                          'KeV6KQHG#
                             B&#


                              a6MU#
                           'KeV6KQHG#
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              <GEOD8GU#
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                $%&#


                                         buzzmg.com
How influential
are celebs when
    you buy
  technology?



                      bd8M6L6GU#
                      'KeV6KQHG#
   ;KEKeV6KQHG##         $)&#
       =)&#

                                      a6MU#
                                   'KeV6KQHG#
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  <GEOD8GU#
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    $%&#

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                   'KeV6KQHG#
                      =>&#


                                                buzzmg.com
How influential
are celebs when
 you buy food?

                               bd8M6L6GU#
                               'KeV6KQHG#
                                  $=&#



  ;KEKeV6KQHG##
      =.&#
                                    a6MU#
                                 'KeV6KQHG#
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  <GEOD8GU#
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    $)&#
                  <9L6ZDH8#
                  'KeV6KQHG#
                     =.&#


                                              buzzmg.com
How influential
  are celebs when
 you buy clothing &
       Shoes?
  <GEOD8GU# ;KEKeV6KQHG##
'KeV6KQHG## %&#
     .&#



                               bd8M6L6GU#
                               'KeV6KQHG#
  <9L6ZDH8#
                                  )%&#
  'KeV6KQHG#
     $B&#




                     a6MU#
                  'KeV6KQHG#
                     )$&#


                                            buzzmg.com
How influential
          are celebs when
           you donate to
              charity?


                               bd8M6L6GU#
               ;KEKeV6KQHG##   'KeV6KQHG#
                   $B&#           $%&#

  <GEOD8GU#
'KeV6KQHG##
    $A&#                                   a6MU#
                                        'KeV6KQHG#
                                           =,&#

                  <9L6ZDH8#
                  'KeV6KQHG#
                     )A&#



                                                     buzzmg.com
When asked if blogs and
    Key                            magazines influence their
                                   opinion of celebrities, 55%
 Findings                          admitted they were sligh tly
                                   influenced and 32% said they
                                   were absolutely influenced by
                                   them showing the power they
                                   hold with this generation.
                                                              =.;.?#%$%.)*"#.*@.#A*%(B;,.($%";*
                                                              C-.(*%$*&<9.)*$<*9"D.,'6*)-<.)6*
64% of our Millennials get their                              "(/*&;<$-.)6*"(/*9,&-*;.))*
news online first. However, 88%                               %(B;,.($%";*B<#*<$-.#*'#</,&$)*
of them are still reading                                     ),&-*")*&"#)6*B<</6*"(/*
magazines like People and                                     $.&- (<;<E%.)2*F-.*'<C.#*<B*"*
  US Weekly every month as                                    &.;.?#%$A*%)*%(*$-.%#*%9"E.*"(/*
it becomes easier to find more                                %$*)..9)*$<*?.*$-.*"#."*%(*C-%&-*
and more content readily                                      $-.A*"#.*9<)$*%(B;,.($%";2***
available on and offline. *
                                                                                        buzzmg.com
=< ( $"& $*G)!*




                  Buzz Marketing Group
                  1515 Market St.
                  Suite 1810
                  Philadelphia, PA 19102
                  215.399.5679
                  www.buzzmg.com

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Buzz on Celebrities Report

  • 1. Buzz on Celebrities Study 10.0 Th e te n th wa ve o f a n e w a n n ua l r e p o r t p r o f ili n g th e se u p a nd c o m i n g Mille n n ia ls.
  • 2. Who was Involved? 9000 This network is used as a resource for * ethnographies, focus groups, personal 1234253 - ./*0 interviews, immersion +",(& 466 members of experiences, surveys, and polls. 56781*" $$.9'$)* Overall, this panel is composed of our buzzSpotter® trend influencers, and represent all of the “tribes” we have identified, which network : %. ;/./*< (;%(.* include: independents, preppies, techies and alternatives. buzzSpotters® participated in this =;<)./*012>5253* survey. 65% /35% female male 466 !"# $%& %'" ( $) * buzzmg.com
  • 3. location !"# $%&# 5678#9:#;<+# =%&# The majority of '(# $)&# participants are from these states. 4+# )&# 4'# .&# *+# $,&# 01# STATS BY STATE AND PERCENTAGE >>> 23# /+# -(# %&# )&# ,&# .&# buzzmg.com
  • 4. AGE $,@$?# $%&# $B@==# $?&# The respondents ranged in age from =)@=.# =%&# 14 – 34 years old. =%@)A# =)&# )$@),# $>&# buzzmg.com
  • 5. ethnicity 28D6M# )&# 3E7NHKEI# $$&# +7EHK# +L6MEIHK# B&# CDE86# FGHIJ# >B&# $?&# buzzmg.com
  • 6. Relationship status PES9MI6R# $&# 4HMME6R# =.&# <EKOG6# ,=&# 'K#H# M6GHQ9K7DEN# =,&# PHQKO# %&# buzzmg.com
  • 7. Education /DTP# $&# 4H786M7# P6OM66# $$&# 3EOD#7ID99G# RENG9LH# =>&# +779IEH867# P6OM66# FHID6G9M7# $=&# P6OM66# >$&# buzzmg.com
  • 8. o r king ille n nials are w employment 52% o f our M are u ne mplo y ed. ly 8% full-time and o n 28D6M# ;K6LNG9U6R# ,&# ?&# +#78VR6K8# C9MJEKO# $%&# NHM8@QL6# <6G:@6LNG9U6R# $,&# >&# C9MJEKO#:VGG@ QL6# >=&# buzzmg.com
  • 9. Household stude n ts fall be twee n income 45% o f our h o ld th e na tio nal ave rage h ouse 82,000 in c o me o f $33,000 and $ ,>&# =?&# $)&# $&# )&# >&# >&# (677#8DHK# W?XAAA#@# W))XAAA@# W?=XAAA#@# W$%AXAAA#@# 49M6#8DHK# '#R9KY8#ZHK8# W?XAAA# W))XAAA# W?=XAAA# W$%AXAAA# W)%AXAAA# W)%AXAAA# 89#7N6IE:U# buzzmg.com
  • 10. Actor / Actress 9DKKU#P6NN# =A&# P6K[6G#CH7DEKO89K# $?&# CEGG#<LE8D# $%&# * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
  • 11. Athlete 4EIDH6G#9MRHK# )=&# PHSER#F6IJDHL# )A&# 4EIDH6G#/D6GN7# =)&# * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
  • 12. Music artist or group +R6G6# =.&# HU@]# ==&# 5EDHKKH# $?&# * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
  • 13. Celebrity entrepreneur 2NMHD#CEK:M6U# ))&# 0D6#_HMRH7DEHK7# =B&# V7QK#0EL^6MGHJ6# =$&# * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
  • 14. Politician or royal FHMHIJ#2^HLH# .=&# FEGG#*GEK89K# ,,&# 3EGGHMU#*GEK89K# ).&# * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
  • 15. model 36ERE#_GVL# ,=&# 0UMH#FHKJ7# )B&# +RMEHKH#(ELH# =%&# * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
  • 16. Television personality 2NMHD#CEK:M6U# )>&# *9KHK#2YFME6K# )A&# HU#(6K9# =A&# * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
  • 17. Writer or author <86ND6K#_EKO# )%&# _#59ZGEKO# )>&# !EID9GH7#<NHMJ7# =)&# * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
  • 18. designer 5HGND#(HVM6K# )>&# 4HMI#HI9^7# ),&# *HGSEK#_G6EK# )A&# * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
  • 19. celebrity CEGG#<LE8D# $)&# 9DKKU#P6NN# $)&# (69KHMR9#PE*HNME9# B&# * P a r t i c i p a n t s s e l e c t e d t h e i r t h r e e f a v o r i t e C e l e b r i t i e s f o r e a c h c a t e g o r y buzzmg.com
  • 20. Where do you get your news first ? 2KGEK6# .,&# 0a# =$&# /MEK8# %&# -ME6KR7#`#-HLEGU# >&# 5HRE9# )&# buzzmg.com
  • 21. Do blogs & Mags influence your opinion of celebs? !98#H8#HGG# $)&# +^79GV86GU# )=&# <GEOD8GU# >>&# buzzmg.com
  • 22. Which of the following do you read? /b2/(b# .B&# ;<#C66JGU# .%&# *97L9N9GE8HK# ,%&# 'K#09VID# ,)&# 2_c# ,=&# a9OV6# )B&# (E:6#`#<8UG6# =B&# 4HME6#*GHEM6# =?&# b((b# =%&# =.&# <8HM# !9K6#9:#8D6#+^9S6# $=&# buzzmg.com
  • 23. How influential are celebs when you buy beauty supplies? ;KEKeV6KQHG## $)&# bd8M6L6GU# 'KeV6KQHG# =$&# <GEOD8GU# 'KeV6KQHG## $,&# a6MU# <9L6ZDH8# 'KeV6KQHG# 'KeV6KQHG# =?&# =,&# buzzmg.com
  • 24. How influential are celebs when you buy a car? bd8M6L6GU# 'KeV6KQHG# B&# a6MU# 'KeV6KQHG# $)&# ;KEKeV6KQHG## )?&# <9L6ZDH8# 'KeV6KQHG# =)&# <GEOD8GU# 'KeV6KQHG## $%&# buzzmg.com
  • 25. How influential are celebs when you buy technology? bd8M6L6GU# 'KeV6KQHG# ;KEKeV6KQHG## $)&# =)&# a6MU# 'KeV6KQHG# ==&# <GEOD8GU# 'KeV6KQHG## $%&# <9L6ZDH8# 'KeV6KQHG# =>&# buzzmg.com
  • 26. How influential are celebs when you buy food? bd8M6L6GU# 'KeV6KQHG# $=&# ;KEKeV6KQHG## =.&# a6MU# 'KeV6KQHG# =)&# <GEOD8GU# 'KeV6KQHG## $)&# <9L6ZDH8# 'KeV6KQHG# =.&# buzzmg.com
  • 27. How influential are celebs when you buy clothing & Shoes? <GEOD8GU# ;KEKeV6KQHG## 'KeV6KQHG## %&# .&# bd8M6L6GU# 'KeV6KQHG# <9L6ZDH8# )%&# 'KeV6KQHG# $B&# a6MU# 'KeV6KQHG# )$&# buzzmg.com
  • 28. How influential are celebs when you donate to charity? bd8M6L6GU# ;KEKeV6KQHG## 'KeV6KQHG# $B&# $%&# <GEOD8GU# 'KeV6KQHG## $A&# a6MU# 'KeV6KQHG# =,&# <9L6ZDH8# 'KeV6KQHG# )A&# buzzmg.com
  • 29. When asked if blogs and Key magazines influence their opinion of celebrities, 55% Findings admitted they were sligh tly influenced and 32% said they were absolutely influenced by them showing the power they hold with this generation. =.;.?#%$%.)*"#.*@.#A*%(B;,.($%";* C-.(*%$*&<9.)*$<*9"D.,'6*)-<.)6* 64% of our Millennials get their "(/*&;<$-.)6*"(/*9,&-*;.))* news online first. However, 88% %(B;,.($%";*B<#*<$-.#*'#</,&$)* of them are still reading ),&-*")*&"#)6*B<</6*"(/* magazines like People and $.&- (<;<E%.)2*F-.*'<C.#*<B*"* US Weekly every month as &.;.?#%$A*%)*%(*$-.%#*%9"E.*"(/* it becomes easier to find more %$*)..9)*$<*?.*$-.*"#."*%(*C-%&-* and more content readily $-.A*"#.*9<)$*%(B;,.($%";2*** available on and offline. * buzzmg.com
  • 30. =< ( $"& $*G)!* Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com