They’re all popular celebrities in Singapore and have served as brand ambassadors for various e-commerce platforms – including Shopee, Lazada and Qoo10.
But are endorsements by popular media personalities useful in encouraging Singapore consumers to online shop more?
Should e-commerce brands rope in celebrities to provide endorsements?
Latest data from YouGov Profiles suggest that celebrity endorsements can encourage greater e-commerce spending in Singapore. Celebrity-influenced buyers – consumers who agree that celebrity endorsements have an effect on the things they buy – are more likely to prefer shopping online than the average consumer in Singapore. While slightly more than half (52%) of celebrity-influenced buyers prefer making purchases over the web than in physical stores, just over one-third (35%) of Singapore consumers in general prefer buying things online than offline.
How should e-commerce brands target celebrity-influenced buyers?
Additionally, as of March 2022, one in two celebrity-influenced buyers (50%) say that social media advertisements are better at getting their engagement compared to regular webpage advertisements. In contrast, less than one in three consumers (30%) in Singapore as a whole say they are more likely to engage with ads on social media platforms than those on regular websites.
Further, celebrity-influenced buyers are more likely to agree that receiving electronic and printed marketing mailers from brands can influence their purchasing decisions. In the case of marketing emails, half of celebrity-influenced buyers (50%) say these can influence what they buy, compared to less than one third of Singapore consumers (31%) in general.
In the case of printed mailers, about two in five celebrity-influenced buyers (41%) say these can influence what they buy, compared to over one in five consumers (23%) in Singapore as a whole.
Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Singapore is nationally representative and weighted by age, gender and race. Learn more about Profiles.