Home grown celebs more than a match for their Hollywood counterparts

With the latest Forbes list of the world’s highest paid celebrities out last week, it is little surprise that there are a large number of US music stars listed. Whilst such celebrities enjoy solid success here in Britain, there are in fact a host of home grown celebrities who hold more popularity locally than their illustrious Hollywood counterparts.

Figures from Kantar Media’s Great Britain TGI study of consumer behaviour reveal 20% of British adults claim to like Beyoncé (35th on Forbes list), 18% like Lady GaGa (49th), and the same proportion like Rihanna (84th). However, Michael McIntyre (liked by 29%), Jamie Oliver (28%) and Jeremy Clarkson (22%), whilst perhaps less obviously glamorous, are all more popular than these Stateside celebs.

There are of course fluctuations in popularity for these US stars between specific consumer audiences. For example, 15-24 year olds are considerably more likely to like Beyoncé and Rihanna than the adult population as a whole (74% and 85% more likely respectively).

On the other hand, those aged 50+ are considerably less likely than the average adult to like these American singers. Established, quintessentially British celebrities are particularly popular with this older age group, with Judi Dench, the Duchess of Cambridge and Stephen Fry all especially admired.

Those who do admire the US trio of Katy Perry, Rihanna and Beyoncé have in common a number of revealing attitudes. Looking good, being open to influence and a sense of ambition all come out strongly. They are especially likely to say they like others to look at them, to feel they are easily swayed by the opinions of others and that they want to get to the very top in their career.

However, as much as they feel others can influence them they also have huge faith in their own ability to influence others across a range of topics. When it comes to smartphones, clothes and TV/audio equipment in particular, these fans are considerably more likely than the average adult to believe that they can very likely sway others with their views on these items.

Their media consumption also leans towards specific forms of media, with TGI study insights revealing fans of these US singers are significantly more likely to be amongst the heaviest fifth of consumers of  mobile internet, internet generally and cinema. 

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