8 out of 10 connected Mexicans between the ages of 15 and 54 watch YouTube every day, the platform where creators are increasingly taking center stage and redefining the way they interact with their audience. Google commissioned Provokers to conduct a study to identify the most influential personalities in the entertainment world.

9 of the 10 most influential personalities in the entertainment world are YouTubers, according to respondents between 14 and 35 years old.

Internet personalities tend to seem closer and more genuine

64%

of respondents say Internet personalities feel closer to them because they are more authentic and they can see their real lives.

Internet personalities have influence in various areas

83%

are more likely to believe an Internet personality who recommends a product or a brand than one on TV.

Among the areas in which Internet personalities are

significantly more influential than TV personalities, the following stand out:

1. The websites we visit.

2. The personalities we follow.

3. The music we listen to.

METHODOLOGY
The study estimates a personality's influence based on how consumers perceive them across a series of key attributes, the most valued being that their actions have a positive impact on society; that they have passion or are good at what they do; and that they are intelligent and know what they are talking about. These characteristics, together with informal, cheerful, and genuine language, increase the degree of influence of these personalities.

SOURCES
1 - Google / Ipsos, Study: “Mexicans' Emotional Bond with YouTube,” n=2000, Mexico, August, 2017. Target: Internet users, 15-54, National Total, with quotas by age and video categories (Music, Entertainment, Sports, Gaming, Beauty, Sports, Household Decision-Makers).
2 - Google / Provokers, Study: “YouTube Celebrities Are the New Influencers,” n=2104, Mexico, October, 2017. Target: Men and women ages 14 to 35, high, middle, and low SES, nationwide, who use TV and/or the Internet to watch videos more than once a week.

Source: Think with Google