Un excelent studiu despre influentatori realizat de Starcom MediaVest Grup, realizat pe piata din Romania.

1. 1
Influence Me Series
Focus on Influencers’
Role
Influence Me 2016For internal use only.
Not to be published!

2. 2
Data collection: CAWI interviews
Data collection period: April 2016
Target: online users, living in urban areas,
aged 18-55
Methodology

3. 3
Summary
3 out of 4 urban online users consider online content their main information source. Just 1 out of 4 online users inform from only one source or would say that
they have one main information source that they enrich with other sources too.
12% of the online urban users that inform online do not do this using Romanian websites.
60% of the online investigated population follows professionals, followed by 42% that follows regular people and 19% that follows celebrities. Out of them,
professionals are most frequently followed.
Professionals attract both men and women, with medium-high education, aged 25-44 or more, with above average monthly personal income and more likely
married.
Most frequently followed professionals are: medical experts, specialists in IT/ software/ gaming or media pros. 3 out of 10 people that follow professionals also
follow content from regular people.
They are being discovered on Facebook, blogs, TV and online newspapers/ magazines and their influence is based on being: well & correctly informed, experts
in their domains and by trying out new things. Growing through work and personal effort adds to the trust their followers have in their content.
Although they are active in specific areas, Professionals can deliver useful information on other topics too, like: food/ recipes, health/ nutrition, mobile
phones/tablets, travelling, it/ software/ programing, news/ events , TV, electronics, medical services, financial institutions, telecom or games. They are the most
flexible influencer, being able to deliver useful content on such a large range of topics.
Professionals’ role is to keep their followers updated with their interests, inspire them to try new things, help them choose better suited products, but they
especially support them in their professional development.
Their most attractive type of content consists of: articles, product comparisons, comments and discussions among followers. They manifest their influence on
the following channels: Facebook, blogs, online newspapers, news portals or magazines, where their content is being read daily or every couple of days.

4. 4
Summary
When it comes to regular people online, those with the most followers are regular people interested in travelling and free time, those that write
about their life and persons interested in cooking and recipes. Persons that follow regular people online are more likely to read content from more
sources, compared to followers of others influencers.
Regular people’s audience consists of: men and women, with medium and high education, aged 35+, with no income or average monthly income,
not working, most probably taking care of the kids in the house.
Regular people attract their audience on Facebook and blogs. Other channels with good affinity that increase their numbers of followers are
Instagram, direct google search, forums and WOM recommendations.
While regular people are also well and correctly informed and try new things, like professionals do, they stand out for their followers exactly for
being regular/ common people, like their followers, and for being original.
They deliver useful content in areas like: travelling, food/ recipes, health/ nutrition, mobile phones/ tablets or fashion and their role is to keep their
followers updated with their interests, inspire them to try new things, help them choose better suited products and least but not last entertain them
and encourage their hobbies.
They are most influential on Facebook, blogs and YouTube and their most attractive type of content consists of: articles, product comparisons,
comments and discussions among followers. Their content is read daily or almost daily.

5. 5
Summary
Singers, TV hosts and actors are among the most influential celebrities’ typologies. 52% of those following celebrities online go first and foremost
after content from singers. Unlike the online users following other type of influencers, those that follow primarily celebrities are more likely to
declare themselves happy informing from only one source.
For online followers of celebrities professionals are their second choice, indicating that this audience looks for content from influencers with a
certain social status.
Celebrities’ online audience consists of: men, with medium to high education. They are aged 18-34, don’t work or have low personal income, partly
because they are still learning, and are more likely still single.
Channels that help celebrities being discovered and followed are a mix between traditional media and online: TV, Facebook, blogs and Radio.
They are first and foremost followed because they are entertaining. They are funny, look good and it’s a pleasure to watch them. They have
interesting life stories, of which they start speaking on TV and continue speaking about it online, keeping their followers updated with the
celebrities’ life, controversies and “spicy” details.
Fashion is the first topic for which celebrities deliver useful information. Their content is also found useful when relating to topics like: food/
recipes, travelling and health/ nutrition.
Celebrities’ role is to determine their followers to try new things, help them stay updated with their interests and entertain them.
They influence their followers through: Facebook, blogs, YouTube, online magazines and newspapers and Instagram. The type of content they
generate best is more likely visual, like: photos or video and secondary product comparisons and articles. Celebrities’ content is the most likely to
be followed several times per day, probably because their preferred content type doesn’t require so much time investment, photos and videos
allow a higher posting frequency.

6. 6
21% - Printed media
22% - Radio
33% - Experts
49% - TV
61% - Friends, relatives, colleagues
93% - Online
93% of the online users inform
online, 61% inform from friends/
relatives and 49% from tv.
For 75% of the online users the internet is
the main source of information for
products/ services and interests.
75%
9%
8%
6%
1%
1%
0.3%
Online
TV
Friends, relatives,
colleagues
Experts
Printed media
Radio
None
ALL
Sources of
information

7. 7
5%
23%
72%
Inform from only one source
Have a main source, but inform from
other sources too
Inform from the beginning from various
sources
72% of the urban online users inform
from the very beginning from multiple
sources
12% - Don’t inform from Romanian digital
sources
19% - Celebrities
42% - Regular people
60% - Professionals
62%
27%
11%
Professionals
Regular persons
Celebrities
Professionals and regular people are among
most followed persons on the internet. 12%
inform online, but not from .ro sources.
62% of the Romanian online users follow most
frequently professionals.
Which of the following
types of persons do you
read/ follow online?
Out of these persons, which one do
you especially read/ follow online?

8. 8
Professionals Regular people Celebrities
Gender
Men 49% 50% 55%
Women 51% 50% 45%
Education
Low 2% 1% 3%
Medium 33% 35% 37%
High 64% 64% 60%
Working status
Active 75% 70% 72%
Not working 25% 30% 28%
Age
18-24 y.o. 18% 18% 24%
25-34 y.o. 36% 29% 40%
35-44 y.o. 25% 29% 23%
45-54 y.o. 22% 24% 13%
Monthly personal
income
No own income 13% 18% 17%
< 1500 RON 43% 41% 47%
1501-2000 RON 15% 18% 14%
2001-3000 RON 17% 14% 12%
> 3000 RON 11% 9% 11%
Marital status
Single 27% 24% 35%
Married 49% 52% 39%
In a relationship 24% 24% 26%
Kids under 14 y.o.
In the HH
Yes 31% 35% 25%
No 69% 65% 75%
Professionals attract both men
and women, with medium-high
education, aged 25-44 or more,
with monthly personal income
above average, more likely to be
married.
Regular people’s audience
consists of: men and women,
with medium and high education,
aged 35+, with no income or
average monthly income, not
working, most probably taking
care of the kids in the house.
Celebrities’ online audience
consists of: men, with medium to
High education, partly because
they are still learning. They are
aged 18-34, don’t work or have
low personal income and are

9. 9
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Blogs TV Online
newspaper/
magazine
On line ads Radio Traditional printed
media
Instagram Other sources
Influencers are being discovered on …
Professionals Regular people Celebrities
Professionals benefit from exposure on Facebook, blogs and TV, but also from being present in
online print.
TV, Facebook, blogs and Radio are the channels that help celebrities being discovered and
followed. While Facebook is a good lunching point for all types of influencers, it serves best
regular people. Who, besides Facebook, get to be known also through blogs.

10. 10
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Well informed
Correct informed
Are experts in their domain
Try new things
Trust what they say/ write
They grew through work and effort
Are original
Can frequently recommend products and services
Are authentic
Promote only the things they believe in
Follow the latest trends
Frequently test products and services
Support social causes
Have talent for writing
Write interesting life stories
Have a big followers community
Persons like me
Followed them on TV, where they said interesting…
Are funny
Have TV shows and in online they complete the…
Provide info that starts debates
Are entertaining
Keep me connected with celebrities' life
Have a small, but active community
Look good, it's a pleasure to follow them
Provide controversial information
Provide info on their personal life in online
Professionals
Regular people
Celebrities
Professionals manage to influence their
followers by being: well & correctly
informed, experts in their domains and
by trying out new things. Their followers
also appreciate that they grew through
work and personal effort and trust their
content.
While regular people are also well and
correctly informed and try new things,
they stand out for their followers exactly
for being regular/ common people, like
their followers, and for being original.
Celebrities are first and foremost
entertaining. They are funny, look good
and it’s a pleasure to watch them. They
have interesting life stories, of which
they speak on TV, but also online,
keeping their followers updated with the
celebrities’ life, controversies and “spicy”
details.

11. 11
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Food,
recipes
Mobile
phones,
tablets
Health/
nutrition
Travelling IT /
software /
programing
News/
Events
TV,
electronics
Appliances Medical
services
Financial
institutions
Interior
design
Kids & their
education
Art &culture Fashion Telecom Games
Areas for which they deliver useful information…
Professionals Regular people Celebrities
Food/ recipes, health/ nutrition and travelling are top Subjects on which all types of influencers
can deliver useful content.
Besides these areas, professionals also deliver useful information on topics like: mobile
phones, tablets, IT/ software/ programming, news, TV/ electronics and services, while
celebrities are best on delivering useful content related to fashion.

12. 12
0% 10%20%30%40%50%60%70%80%90%100%
Stay updated with their interests
Inspire to try new things
Help choose suited products
Support their professional development
Support in understanding how products work
Encourage their hobbies
Inform me about my interests
Help me discover info I can later on share to
others
Give me a new perspective on the subjects that
matter
Entertain me
Help to understand day to day events
Help select accurate daily news
Support developing online connections
Actively support the causes I care for
Offer me content for my blog/ Facebook page/
etc.
Professionals
Regular people
Celebrities
Professionals keep their followers
updated with their interests,
inspire them to try new things,
help them choose better suited
products, but they especially
support them with their
professional development.
Regular people also keep their
followers updated with their
interests, inspire them to try new
things, help them choose better
suited products, but they also
entertain them and encourage
their hobbies.
Celebrities inspire their followers to
try new things, help them stay
updated with their interests and
entertain them.

13. 13
0% 20% 40% 60% 80%100%
Facebook
Blogs
Online newspapers
Online news portals
Online magazines
YouTube
Forums
Google plus
Pinterest
Instagram
Twitter
Channels
Professionals
RP
Celebrities
0% 20% 40% 60% 80% 100%
Articles
Product comparisons
Comments
Discussions among
followers
Videos
Photos
Graphics
Questionnaires
Tests
ContentProfessionals can reach their
followers through articles,
product comparisons,
comments and discussions
among followers on Facebook,
blogs, online newspapers, news
portals or magazines.
Regular people activate best on
Facebook, blogs, YouTube
through articles, product
comparisons, comments and
discussions among followers.
While celebrities influence more
through Facebook, blogs,
YouTube, online magazines and
newspapers. Instagram is also
a good channel for them.
They type of content they
generate best is visual: photos
or video, followed by product
comparisons.

14. 14
9%
9%
15%
33%
34%
34%
29%
24%
24%
8%
7%
5%
14%
15%
17%
6%
11%
5%
Professionals
Regular people
Celebrities
Frequency
Several times / day Daily Every 2-3 days Every 4-5 days Weekly Less than weekly
Professionals and regular people’s content is being followed daily or every couple of days.
While celebrities’ content is being more frequently followed. Celebrities’ content is the most
likely to be followed several times per day.
This increased frequency depends most probably on the type of content every influencer posts
and the time required for preparations. Celebrities are likely to post content more frequently,
since the type of content they post is made out of photos or Videos.

15. 15
Profile of Online users that consider
Professionals as their main info source

16. 16
%
Aff. vs. all urban
online users, aged
18-54
Gender
Men 49% 98
Women 51% 102
Education
Low 2% 119
Medium 33% 100
High 64% 100
Working status
Active 75% 101
Not working 25% 96
Age
18-24 y.o. 18% 99
25-34 y.o. 36% 105
35-44 y.o. 25% 93
45-54 y.o. 22% 103
Monthly personal
income
No own income 13% 94
< 1500 RON 43% 100
1501-2000 RON 15% 95
2001-3000 RON 17% 107
> 3000 RON 11% 105
Marital status
Single 27% 101
Married 49% 100
In a relationship 24% 99
Kids under 14 y.o. In
the HH
Yes 31% 98
No 69% 101
Professionals attract both
men and women, with
medium-high education,
aged 25-44 or more,
with monthly personal
income above average.

17. 17
Facebook, blogs and Tv help online professionals become known and followed.
Other methods with high affinity of becoming a followed professional are writing for online
newspapers/ magazines or through online ads.
55%
47% 45%
30%
19%
13% 13%
5% 4%
110
105
94
122 118
81
104 100
83
0
20
40
60
80
100
120
140
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Blogs TV online
newspaper/
magazine
online ads the Radio printed media Instagram Other sources
Professionals attract followers on…

18. 18
Professionals most likely to be followed are: medical experts, professionals working in it/
software/ gaming, working in media or as journalists.
medical experts, professionals working in it/ software/ gaming are more frequently
followed.
2%
27%
28%
32%
38%
56%
59%
Others
Management personnel
Businessmen
Journalists
Media professionals
Professionals from IT/ software/
gaming/ etc.
Medical experts
All online professional sources they follow
1%
7%
8%
8%
12%
36%
28%
Most frequent professional source they follow
Medical experts
Professionals from IT/
software/ gaming/ etc.
Media professionals
Journalists
Businessmen
Management personnel
Others

19. 19
4%
25%
70%
Inform from only one source
Have a main source, but inform from
other sources too
Inform from the beginning from various
sources
Content should be spread among more online sources, as professionals’
followers read content from various sources, more likely also from regular
people.
14% - Celebrities
29% - Regular people
92% - Professionals
5%
23
%
72
%
All

20. 20
21%
23%
28%
29%
29%
31%
32%
35%
36%
38%
39%
41%
47%
48%
48%
49%
113
114
86
107
105
104
124
117
106
112
114
126
98
104
110
99
0 20 40 60 80 100 120 140
0% 20% 40% 60% 80% 100%
Games
Telecom
Fashion
Art &culture
Kids & their education
Interior design
Financial institutions
Medical services
Appliances
TV, electronics
News/ Events
IT / software / programing
Travelling
Health/ nutrition
Mobile phones, tablets
Food, recipes
Inform from
Professionals
Aff. vs. All
Although they are active in
specific areas, Professionals
can deliver useful
information on other topics
too, like:
 Food/ recipes, health/
nutrition
 Mobile phones, tablets
 Travelling.
 IT/ software/ programing
 News/ events
 TV, electronics
 Medical services
 Financial institutions
 Telecom
 Games

21. 21
Professionals are being followed because of: the quality of the information, being
recognized as experts for their domain, keeping up with the novelty, having a high
credibility level and becoming an expert though their own effort.
Being on TV helps too.
90% 88%
78% 74% 74% 73%
67% 66% 66%
61% 59% 57% 54% 54%
50% 50% 50% 48% 45% 45%
105 105 109
101
108 104
99
107
102 103 106 103 105
101
95
104
94
110
90
111
0
20
40
60
80
100
120
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Very important & important reasons to follow professionals…

22. 22
14%
16%
19%
30%
33%
34%
34%
35%
35%
39%
50%
52%
54%
55%
64%
106
113
109
120
110
88
109
107
101
99
107
118
105
98
101
0 20 40 60 80 100 120 140
0% 20% 40% 60% 80% 100%
Offer me content for my blog/ Facebook page/
etc.
Actively support the causes I care for
Support developing online connections
Help select accurate daily news
Help to understand day to day events
Entertain me
Give me a new perspective on the subjects
that matter
Help me discover info I can later on share to
others
Inform me about my interests
Encourage their hobbies
Support in understanding how products work
Support their professional development
Help choose proper products
Inspire to try new things
Stay updated with their interests
Professionals
Aff. vs. All
Following mostly
Professionals helps online
users to stay updated with
their interests, be inspired
to try new things and
choose better suited
products.
Professionals have high
affinity for delivering
support for professional
development, actively
supporting social causes
and for helping online
users better understand
and select daily news.

23. 23
Although professionals are mostly being followed on: Facebook, blogs and online
newspapers, they have high affinity for also being followed on: online news portals,
Pinterest, or Twitter.
Professionals’ posts are being followed daily or almost daily.
66%
62%
41% 41% 39%
34% 33%
9% 8% 8% 6%
1% 1%
97
103
107 111 108
93
104 108
114
75
112 108
93
0
20
40
60
80
100
120
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Professionals are being followed on…
9% 9%
33% 34%
29% 27%
8% 7%
14% 15%
6% 7%
Follow Professionals All
Read Professionals’ content…
Less than weekly
Weekly
Every 4-5 days
Every 2-3 days
Daily
Several times / day

24. 24
Most useful forms of content provided by professionals are: Articles, product comparisons
and comments. Graphics can add flavor and make the content even more useful.
81%
77%
71% 71%
66%
59% 59% 58%
55%
105 104 103 105 103
99
110
104 101
0
20
40
60
80
100
120
140
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Articles Product
comparisons
Comments Discussions
among followers
Videos Photos Graphics Questionnaires Tests
Type of content provided by professionals that help very much & a lot

25. 25
Profile of Online users that consider Regular
people as their main info source

26. 26
%
Aff. vs. all urban
online users, aged
18-54
Gender
Men 50% 99
Women 50% 101
Education
Low 1% 67
Medium 35% 105
High 64% 98
Working status
Active 70% 94
Not working 30% 117
Age
18-24 y.o. 18% 99
25-34 y.o. 29% 85
35-44 y.o. 29% 107
45-54 y.o. 24% 116
Monthly personal
income
No own income 18% 125
< 1500 RON 41% 96
1501-2000 RON 18% 113
2001-3000 RON 14% 89
> 3000 RON 9% 78
Marital status
Single 24% 89
Married 52% 106
In a relationship 24% 100
Kids under 14 y.o. In
the HH
Yes 35% 114
No 65% 94
Regular people’s
audience consists of:
men and women, with
medium and high
education, aged 35+,
with no income or
average monthly income,
not working, most
probably taking care of
the kids in the house.

27. 27
Regular people benefit from being present on Facebook and blogs. Other channels with
good affinity that increase their number of followers are Instagram and other places, like:
google search, friends, forums.
67%
50%
21% 20%
20% 8% 8% 7% 5%
115 109
82
108
48
178
64
129
50
0
20
40
60
80
100
120
140
160
180
200
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
From
Facebook
From Blogs From online
newspaper/
magazine
From online
ads
From TV Other sources From the
Radio
From
Instagram
From printed
media
Regular people attract followers on .…
Google search, friends,
YouTube, forums.

28. 28
3%
15%
82%
Inform from only one source
Have a main source, but inform from
other sources too
Inform from the beginning from various
sources
12% - Celebrities
97% - Regular people
29% - Professionals
5%
23
%
72
%
All
Content should be spread among more online sources, as regular people’s
followers read content from various sources, more likely also from professionals.

29. 29
Regular people more likely to be followed online are those that write about travelling and
free time, about their life or that are interested in cooking.
persons that write about their life or those that write about travelling and free time are
most frequently followed.
10%
29%
32%
36%
48%
51%
51%
Other
Photographers (profesional or
amateur)
Persons that write about their kids
and their education
Persons interested in lifestyle and
fashion
Persons interested in cooking/
recipes
Persons that write about their life
Persons interested in travelling and
free time
All online regular people they follow
11%
4%
13%
13%
13%
25%
21%
Regular people most frequently followed
Persons interested in
travelling and free time
Persons that write about
their life
Persons interested in
cooking/ recipes
Persons interested in
lifestyle and fashion
Persons that write about
their kids and their
education
Photographers
(profesional or amateur)
OtherInterested in: sport, DIY/
handmade stuff, spirituality,
literature.

30. 30
3%
14%
16%
16%
22%
23%
23%
26%
26%
27%
29%
31%
33%
36%
43%
50%
51%
128
76
61
79
68
75
86
93
75
91
84
90
102
82
93
101
107
0 20 40 60 80 100 120 140
0% 20% 40% 60% 80% 100%
Other
Games
Financial institutions
Telecom
IT / software / programing
Medical services
Art &culture
Kids & their education
News/ Events
Interior design
TV, electronics
Appliances
Fashion
Mobile phones, tablets
Health/ nutrition
Food, recipes
Travelling
Follow Regular
people
Aff. vs. All
In line with the Regular
people more likely to be
followed online, areas in
which they deliver useful
info are: travelling, food/
recipes, health/ nutrition.
But They could also
deliver useful information
about mobile
phones/tablets and
fashion.
Topics related to
appliances, devices,
news, services (medical,
financial) are less
associated with online
regular people’s useful
content.

31. 31
Regular people are being followed because they are: well informed, give correct
information and try new things. They are also funny and entertaining.
For 61% it really matters that these people are people like them, to which they can relate.
85% 82%
74% 72%
65% 63% 62% 61% 60%
56% 56% 56% 56% 53% 53% 53%
48% 44% 43% 42%
99 99 101 106
93 92 97
116
84
112
96
105
91
112
96 98
87 92
83
97
0
20
40
60
80
100
120
140
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Very important & important reasons to follow regular people…

32. 32
11%
13%
15%
18%
25%
31%
32%
32%
38%
42%
45%
45%
50%
56%
64%
74
100
88
69
84
95
72
102
108
106
97
118
98
102
100
0 20 40 60 80 100 120 140
0% 20% 40% 60% 80% 100%
Actively support the causes I care for
Offer me content for my blog/ Facebook
page/ etc.
Support developing online connections
Help select accurate daily news
Help to understand day to day events
Help me discover info I can later on share
to others
Support their professional development
Give me a new perspective on the
subjects that matter
Inform me about my interests
Encourage their hobbies
Support in understanding how products
work
Entertain me
Help choose suited products
Inspire to try new things
Stay updated with my interests
Follow Regular people
Aff. vs. All
Regular people’s impact
is: helping their followers
stay up to date with their
interests, inspire them to
try new things and
helping them choose
products suited to their
needs.
They also offer relaxing,
entertaining content.

33. 33
Regular people are most influent on: Facebook, blogs and YouTube, whre they are being
followed daily or almost daily.
They also have high affinity being followed on: Instagram, Websites or newsletters.
71%
59%
42%
35% 35% 33% 31%
12%
7% 5% 4% 1% 1% 0.4%
104
97
114
90
109
90
85
119
82
73
69
81
122
52
0
20
40
60
80
100
120
140
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Follow info provided by regular people on…
9% 9%
34% 34%
24% 27%
7%
7%
15%
15%
11% 7%
Follow Regular people All
Follow Regular people…
Less than weekly
Weekly
Every 4-5 days
Every 2-3 days
Daily
Several times / day
Websites, newsletters

34. 34
Most useful forms of content provided by online regular people are articles, product
comparisons, comments and discussions among group members.
74%
71%
66% 64%
59% 58%
52% 50%
44%
95 96 96 94 92
96 95
90
82
0
20
40
60
80
100
120
140
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Articles Product
comparisons
Comments Discussions
among followers
Videos Photos Tests Questionnaires Graphics
Type of content provided by regular people that help very much & a lot

35. 35
Profile of Online
users that
consider
celebrities as
their main info
source

36. 36
%
Aff. vs. all urban
online users, aged
18-54
Gender
Men 55% 109
Women 45% 91
Education
Low 3% 165
Medium 37% 110
High 60% 93
Working status
Active 72% 96
Not working 28% 111
Age
18-24 y.o. 24% 134
25-34 y.o. 40% 118
35-44 y.o. 23% 86
45-54 y.o. 13% 60
Monthly personal
income
No own income 17% 118
< 1500 RON 47% 110
1501-2000 RON 14% 86
2001-3000 RON 12% 73
> 3000 RON 11% 97
Marital status
Single 35% 130
Married 39% 80
In a relationship 26% 108
Kids under 14 y.o. In
the HH
Yes 25% 81
No 75% 109
Celebrities’ online
audience consists of:
men, with medium to
high education, partly
because they are still
learning. They are aged
18-34, don’t work or
have low personal
income and are more
likely still single.

37. 37
Online celebrities attract their followers mainly from the TV. Second channel is Facebook.
Other channels with high affinity are: radio and Instagram.
69%
57%
25% 19%
15% 12% 11% 7%
170
98
56
159
79
46
102
131
0
20
40
60
80
100
120
140
160
180
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
From TV From Facebook From Blogs From the Radio From online
ads
From online
newspaper/
magazine
From printed
media
From Instagram
Celebrities attract followers from…

38. 38
singers, TV hosts, actors, sportsmen and writers are the top celebrities followed online.
Out of them, celebrities most frequently followed are: singers and TV hosts.
1%
10%
20%
27%
31%
32%
60%
62%
81%
Other
Politiciens
Radio host
Fashion designers
Writers
Sportsmen
Actors
TV host
Singers
All online celebrities they follow
2%
4%
4%
6%
14%
18%
52%
Celebrities most frequently followed…
Singers
TV host
Actors
Sportsmen
Writers
Fashion designers
Radio host
Politiciens
Other

39. 39
12%
27%
61%
Inform from only one source
Have a main source, but inform from
other sources too
Inform from the beginning from various
sources
88% - Celebrities
27% - Regular people
38% - Professionals
5%
23
%
72
%
All
Content should be spread among more online sources, as celebrities’ followers
read content from various sources. Still, 12% consider to follow only one
celebrity versus 5% from the online users that read content from only one
source.
Persons that follow celebrities put emphasis on social status, following besides
Celebrities, most likely professionals.

40. 40
12%
15%
16%
16%
21%
24%
24%
25%
29%
29%
32%
38%
42%
45%
52%
57%
35
74
85
61
70
71
88
94
100
85
93
87
92
95
104
175
0 50 100 150 200
0% 20% 40% 60% 80% 100%
IT / software / programing
Telecom
Games
Financial institutions
Medical services
TV, electronics
Kids & their education
Art &culture
Interior design
News/ Events
Appliances
Mobile phones, tablets
Health/ nutrition
Travelling
Food, recipes
Fashion
Follow
Celebrities
Aff. vs. All
Fashion is the first topic for
which celebrities deliver
useful information.
They are also being
followed when posting
content on: food/ recipes,
travelling and health/
nutrition.
They have little influence
over content in areas
related to: IT, telecom,
gaming, services,
appliances, kids & their
education and even art &
culture.

41. 41
Celebrities are being follow because they try out new things and are entertaining. Other
reasons with high affinity are: funny content, interesting life stories, updated content on
celebrities life, completing info from TV with exclusive content in online, looking good and
providing controversial info.
66% 65% 64% 64% 64% 63% 63% 62% 62% 62% 60% 58% 58% 56% 56% 54% 54% 54% 54% 52% 51% 49% 48% 47%
43% 42%
38%
90
137
75
90 92
126
98
74
117
91
136 133
112
155
94
78
100
132
97 93
82
94
100
158
127
99
124
0
20
40
60
80
100
120
140
160
180
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Very important & important reasons to follow celebrities…

42. 42
8%
14%
14%
15%
17%
23%
24%
26%
32%
32%
36%
40%
45%
58%
59%
65
78
94
47
66
71
81
75
71
68
91
78
118
91
106
0 20 40 60 80 100 120 140
0% 20% 40% 60% 80% 100%
Offer me content for my blog/ Facebook
page/ etc.
Support developing online connections
Actively support the causes I care for
Give me a new perspective on the subjects
that matter
Help select accurate daily news
Help me discover info I can later on share to
others
Help to understand day to day events
Inform me about my interests
Support their professional development
Support in understanding how products work
Encourage their hobbies
Help choose suited products
Entertain me
Stay updated with their interests
Inspire to try new things
Follow
Celebrities
Aff. vs. All
Following celebrities
Directly influences online
users to try new things,
stay up-to-date with their
interests. They also keep
their followers entertained.

43. 43
Celebrities influence their followers best by using Facebook, Blogs and YouTube.
Additional channels with high affinity are Instagram, Twitter and Vine.
Their posts are being followed daily or even more time per day.
69%
54%
39%
35% 33%
24%
20%
18%
8% 6% 6%
2% 1%
103
89
105
95 85
65
192
56
101
113
90
257
100
0
50
100
150
200
250
300
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Follow info provided by celebrities on…
15%
9%
34%
34%
24%
27%
5% 7%
17% 15%
5% 7%
Follow Celebrities All
Follow celebrities…
Less than weekly
Weekly
Every 4-5 days
Every 2-3 days
Daily
Several times / day

44. 44
Best content posted by celebrities consists of: photos, videos.
Secondary, they can also post product comparisons and articles.
71%
67% 66% 66%
63%
60% 58% 58%
46%
117
105
89
86
92 88
104 106
87
0
20
40
60
80
100
120
140
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Photos Videos Product
comparisons
Articles Comments Discussions
among followers
Questionnaires Tests Graphics
Type of content provided by regular people that help very much & a lot

45. 45
Thank you!