Digital marketing, or social media marketing, has changed significantly since the advent of social media. Earlier, celebrity endorsements were a common notion, presently, the use of influencers is gaining popularity. Now the public has varying opinions about celebrity endorsement vs influencer marketing.

Thus, Real Research — the online survey application, launched a survey about public preference over celebrities vs influencers. The survey seeks to find whether respondents prefer celebrities over influencers. Find the results of the celebrities vs influencers survey below.


  • 55.27% would purchase products marketed only by a celebrity
  • 46.54% would mostly buy beauty products marketed by celebrities or influencers
  • 71.15% would rather listen to celebrities than influencers when choosing products

The Majority Are Aware of the Use of Celebrities and Influencers

The ‘celebrities vs influencers’ survey starts with a poll on whether respondents use social media. As a result, 89.02% use social media while 10.98% do not. Furthermore, the survey asks if respondents are aware of celebrities or influencers for marketing purposes. A majority of 86.64% are aware while 13.36% are not.

Figure 1: The use of celebrities or influencers

To add on, the ‘celebrities vs influencers’ survey asks whether respondents would rather purchase products marketed by a celebrity or influencer. To this, all 55.27% voted ‘yes, I would purchase products marketed only by a celebrity’. In contrast, 10.37% would only purchase products marketed by an influencer. Meanwhile, 16.71% would purchase products marketed by both. However, 17.64% would not purchase products marketed by either.

Most Would Buy Beauty Products Over Other Products if Endorsed

Next, the survey questions respondents on what products they would purchase if marketed by a celebrity or influencer. In response, a majority of 46.54% chose beauty products while 13.91% chose fashion products. Additionally, 13.29% chose health & wellness products while 6.90% chose electronics. A further 5.18% chose household products and 5.05% chose food & beverage.

Figure 2: Products respondents would purchase

Moreover, the survey asks respondents about the advantages of celebrity endorsement to market products. All 58.61% feel ‘celebrities already have an established presence’. In addition, 14.74% feel ‘celebrities have a greater reach than influencers’. More so, 7.15% prefer celebrities as fans of celebrities are more loyal than influencer followers.

Meanwhile, 7.02% feel celebrities are already rich and famous so they will support brands that are honest. A further 6.66% prefer celebrities as they worked hard for their success and hold more respect than influencers. Lastly, 4.67% feel celebrities often have their own brands and hold credibility.

Advantages of Influencers Over Celebrities

The survey goes on to ask respondents why is influencer marketing better than celebrities? To this, all 54.93% feel since influencers are ordinary people they can connect with the target market. Whereas 18.32% prefer influencers as they have an immense reach on social media.

Figure 3: Advantages of influencers over celebrities

Additionally, 7.58% feel influencers know one another and can form faster networks. Meanwhile, 7.30%, say followers are easier to target than dispersed celebrity fans. More so, 5.61% say influencers are more honest than celebrities. Lastly, 5.11% believe influencers grow their business by themselves and hold more respect than celebrities.

Finally, the survey on celebrities vs influencers asks respondents whether they would listen to celebrities or influencers when choosing products and services. In response, 71.15% prefer celebrities while 28.85% prefer influencers.


Survey TitlePublic Preference Over Celebrities vs Influencers
DurationApril 08 – April 15, 2022
Number of Participants50,000
DemographicsMales and females, aged 21 to 99
Participating Countries Afghanistan, Algeria, Angola, Argentina, Armenia, Australia, Azerbaijan, Bahrain, Bangladesh, Belarus, Benin, Bolivia, Brazil, Brunei, Bulgaria, Burkina Faso, Cambodia, Cameroon, Canada, Chile, China, China (Hong Kong) China (Macao), China (Taiwan), Colombia, Costa Rica, Croatia, Czech Republic, Ecuador, Egypt, El Salvador, Ethiopia, Finland, France, Gambia, Georgia, Germany, Ghana, Greece, Greanada, Guatemala, Honduras, Hungary, India, Indonesia, Iraq, Ireland, Israel, Italy, Ivory Coast, Japan, Jordan, Kenya, Kuwait, Kyrgyzstan, Latvia, Lebanon, Libya, Lithuania, Malaysia, Maldives, Maluritania, Mexico, Moldova, Mongolia, Morocco, Mozambique, Myanmar [Burma], Namibia, Nepal, Nicaragua, Nigeria, Oman, Pakistan, Palestine, Panama, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russia, Saudi Arabia, Serbia, Sierra Leone, Singapore, Slovakia, South Africa, South Korea, Spain, Sri Lanka, Tanzania, Thailand, Togo, Tunisia, Turkey, Turkmenistan, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States, Uruguay, Uzbekistan, Venezuela, Vietnam, Yemen, Zimbabwe.