Chart of the day: 1 in 6 says celebrity endorsements influences their purchases

36% said they are on the fence when it comes to celebrity endorsement.

This chart from YouGov shows the percentage of Singaporeans who are influenced by celebrity endorsements when making purchases.

One out of six Singaporeans said that products or services endorsed by a celebrity can influence their decisions on availing it. Men (20%) are more likely to be influenced by endorsements rather than women (17%)

However, 36% said they are on the fence about celebrity endorsements whilst 46% have said celebrity endorsements have no impact on their purchasing behaviours.

This latest study by YouGov takes a look at how a celebrities fame or infamy affects their decisions on buying a product or service, with 15% saying they are more likely to consume the works of celebrities involved in controversies.