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Data pick of the day: Young brand endorsers want entertainment

GlobalWebIndex’s data on how entertainment makes it mark in the final stage of the purchase journey – the brand advocacy stage – shows that 16 per cent internet users cite the prospect of getting access to exclusive content or services like music and videos as an important reason to endorse a brand.

GWI highlights that in line with their enthusiasm for entertainment more broadly, 16-24s hit a high of 19 per cent, with these figures then dropping among older age groups. With their younger online populations, the appeal of exclusive content is greatest in the markets of APAC, LatAm and the Middle East & Africa.