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Chart of the day: 1 in 6 most likely to consume works of controversial celebs

Younger consumers are most likely to be intrigued by controversial celebs.

This chart from YouGov shows how consumers react to controversial celebrities across generations with a total of one in six consumers saying celebrity controversies would make them more likely to view content featuring them.

This data is parallel to that of consumers saying that celebrity endorsements influence their purchase decisions.

ALSO READ: Singapore ranks 27th amongst top countries for retirement security in 2022

Analysing by age reveals that younger consumers are more likely to be intrigued by celebrities who have landed in controversy than older consumers. Almost three in ten Gen Z (29%) and one-sixth Millennials (17%) say they are more likely to consume media featuring such personalities, compared to 13% of Gen X and 9% of Baby Boomers.  

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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