One in 4 Singaporeans consume less work from celebs with controversies

Younger consumers are more likely to watch the content of said celebrities.

One in four Singapore consumers, or around 23%, said they will consume less content of celebrities involved in controversies, a report found.

In the YouGov RealTime Omnibus research, it was found that more consumers are neither more nor less likely to let controversies affect their likelihood of watching media content.

YouGov, however, this varies according to the age of consumers with younger ones expressing more interest in viewing content of controversial celebrities.

“Analysing by age reveals that younger consumers are more likely to be intrigued by celebrities who have landed in controversy than older consumers,” the report

The report found that almost three in ten Gen Z and one-sixth of Millennials will more likely consume media featuring said celebrities, compared to only 13% and 9% of Gen X and Baby Boomers would, respectively.

“But no such clear age-based pattern emerges for consumers put off by celebrities who have landed in controversy,” YouGov said.

Almost three in ten Baby Boomers (29%) said they will consume less media of these personalities, against 22% and 23% of Gen Z and Millennials, respectively.

“Analysing by age reveals that men are more likely than women to say that media personalities can influence the things they buy (20% vs. 17%).

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YouGov

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