Black Consumers More Likely Than the Public to Look to Celebrities When Buying
A new Morning Consult survey finds that when seeking out advice on which brands to use, black consumers are more likely than the general public to trust social media influencers they follow and their favorite celebrities and athletes.
The Feb. 13-15 poll was conducted among 6,600 U.S. adults, with a subsample of 823 black adults, and respective margins of error of 1 and 4 percentage points.
Former first lady Michelle Obama, and A-list movie stars Denzel Washington, Will Smith and Dwayne “The Rock” Johnson, are the most influential figures for black consumers, who according to Nielsen wield $1.3 trillion in spending power annually.
Musician and designer Rihanna’s awesome celebrity is shown not only in her high ranking on the poll’s influencer list but also in the success of her Fenty Beauty brand: The cosmetics line racked up a reported $100 million in sales in its first few weeks and generated $570 million in revenue in 2018, after only 15 months in business, according to a June 2019 estimation from Forbes.
ncG1vNJzZmiooqR7rrvRp6Cnn5Oku7TBy61lnKedZK6zwMico56rX5e5oq%2FKZpqopqOquqa%2B0maZq5memcBur8SlnJuqmam2pr%2BMoqWfpKWau6Sx0aw%3D