Millennials & Teens Tell Us Their Favorite Celebrities

Who do Millennials and teens name as their favorite celebrity—and why?

In our Q2 Quarterly trend report survey, we took a look at the state of fame today, and asked Millennials and teens 13-32-years-old to tell us who their favorite celebrity is, and why they name that person as their favorite. This is a qualitative look at the question, which was left open-ended. As with any qualitative question, it’s important to keep in mind that the responses will include those that are top of mind, those they see most often, and those that are actually considered their favorite. That being said, the directional list of their top 10 favorite celebs, and their reasons why, can tell us a lot about the kinds of qualities they're attracted to, and who they are paying attention to. Here’s their top ten list culled from their responses:

Taylor Swift’s position at the top is not too much of a surprise considering our recent look at their favorite musicians, but here we get a closer look at the why behind her popularity. Respondents who choose Swift called her a “good role model,” “relatable,” and named both her talent and her morals as reasons they like her. One 30-year-old male (yes, a range of ages and both genders named Swift as a favorite) wrote, “She seems down to earth, she is a good musician, and overall has a nice public image.  She does not have a persona that makes me resent her, but in addition to being very active in the media and social media platforms, she has good music to back up her celebrity status.” The consistent theme of liking Swift because of her positive, relatable image aligns with our forecast that Millennials and teens are looking for positive messaging and personas, but don’t want celebrities that try to appear perfect.

The theme of relatability continued amongst the…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

“The wedding trend I have noticed is the white wedding dress being phased out and an array of colors and styles being used.”

—Female, 32, FL

Millennials are about to receive “one of the largest intergenerational wealth transfers in history,” according to UBS. This comes right as they reach peak earning age, making Millennials a powerful spending force—so how can Wall Street pull their purse strings? Besides transparent business practices, they’re expecting on-demand everything across all channels. Easily-navigable banking apps and mobile-first financial advice services are must-haves to impress them. (Business Insider)

Today’s teens are having safer sex, according to a CDC report. Not only are fewer teens having sex, but those that are, are more likely to be using contraceptive methods. Compared to 1988, 9% fewer 15-19-year-old females and 16% fewer males have had sex. The teen pregnancy rate in the U.S. also hit a historic low, with 99.4% of female teens who have had sex using contraception at least once, compared to 97.7% in 2002. (CBS)

Most young consumers use ad blockers, but they don’t always mind seeing ads online—as long as their “space” is respected. Defy Media and TMI Strategy found that 13-25-year-olds were open to seeing ads that are contextually relevant and informative, and don’t interrupt their experience. Anything that “clogs their feed” is off the table, but they’re not averse to all ad placements: 78% don’t consider product placement offensive, 62% follow at least one branded account, and 44% are subscribed to a branded newsletter. (Adweek)

The future of Facebook is going to be a bit more private. Mark Zuckerberg recently announced that the platform’s new mission is to “give people the power to build community and bring the world closer together.” Connecting with friends and family will come back to the forefront, with Groups as a “lynchpin” of this “next era” to make smaller communities and more closed-circle communication a focus, instead of the cluttered public feed. (NYMag)

Japan’s Millennials would stay at one company for life, defying the job-hopping stereotype in favor of job security. From 2001-2015, the percentage of Japan’s Millennials who supported lifelong employment and one-company careers skyrocketed from 64% and 40% to 87% and 55%, respectively. In fact, last year, less than 7% of 25-34-year-olds switched jobs at all. Overall, Japanese employees leave jobs at less than half the rate of Americans, and younger Japanese workers are “even more risk averse.” (Bloomberg)

“I love reality TV shows. It's always fun to watch average people make themselves look foolish just for a shot at fame.”

—Female, 17, CA

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies