Almost 70% teens in Mumbai feel celeb endorsements reliable: Survey

Ranveer Singh and Alia Bhatt in a recent ad

According to a recent survey, youngsters in Mumbai are heavily influenced by products celebrities endorse, and actually find them more reliable than ones featuring non-celebs.

As per a report in timesofindia, almost 70% respondents, who were the age of 14 and 17, replied in the positive when asked whether products endorsed by celebrities are more reliable as compared to others. The survey further found out that over half of the respondents were negatively affected when it came to comparison of their looks with those of celebrities.

The survey was conducted under the aegis of Dr Samir Parikh at the department of mental health and behavioural sciences, Fortis Healthcare. Timesofindia reported that there were a total of 760 respondents, who were students mostly private schools in Mumbai.

Significant findings of the survey

As many as 69% students felt celebrity-endorsed products are more reliable

77% respondents stated that products they purchase were influenced by its projection in the media

As many as 59% respondents had a complexion about their looks compared to celebs

69% felt they must follow the latest fashion trends

81% stated that social media was the best platform from where they could gather accurate factual information about current events

Every second respondent was either bullied or had bullied someone on social media

Responding to the survey, Dr Parikh told TOI, "Students need to be made aware of the various tactics and techniques used to sell products or message through sent out through advertisements, so that they can learn to make informed decisions on the same."