Britons splash out £6bn-a-year influenced by celebrity lifestyles

Britons are spending over £6billion a year in a bid to buy a taste of celebrity lifestyles, a new report has claimed.

A quarter of British adults’ spending habits are influenced in some way by celebrities, according to research by Zopa.

It also found that nearly a fifth admitted to buying an item once a fortnight that they have seen a star either wearing or using.

Zopa surveyed 2,000 people who collectively revealed they have splurged more than half-a-million pounds on purchases inspired by famous people.

Holly Willoughby was named as the most influential female celebrity on consumer spending

MOST INFLUENTIAL CELEBRITIES ON CONSUMER SPENDING  Most influential female on consumer spending Most influential male on consumer spending Holly Willoughby David Beckham Rihanna Bradley Cooper Kate Middleton George Clooney The Kardashians Cristiano Ronaldo Kate Moss Kanye West Meghan Markle Ryan Gosling Taylor Swift David Gandy                      Victoria Beckham Justin Bieber Emma Watson Harry Styles Source: Zopa   

Despite the Kardashian Klan – Kim, Kourtney, Khloe, Kendall and Kylie – being some of the most well known names in showbiz, the sisters only came fourth in the poll of top female influencers on this side of the Atlantic. 

The reality TV stars have a number of projects with the most successful being youngest sister, Kylie Jenner’s beauty line, Kylie Cosmetics which has led to the beauty mogul being named Forbes’ youngest self made billionaire of all time. 

Cristiano Ronaldo, Kanye West, Ryan Gosling, David Gandy, Justin Bieber and Harry Styles finished up the top ten of the influential male list. 

The influence of celebrities has led to a increase in purchases with the average yearly spend on gadgets topping the list of individual buys that have been prompted by celebrities at £130. 

Clothes came second with an average annual spend of £125, followed by experiences at £120, home ware at £118 and hairstyles at £113. 

The list continues with an annual expenditure of £99 on perfume and aftershave, followed by £96 on beauty products, £94 on watches, £89 on makeup, £87 on shoes, £83 on bags and jewellery and finally, £72 on sunglasses.

The difference between how much men and women are influenced by famous faces is slim, with 25 per cent of women admitting to be swayed by celebrities, compared to 22 per cent of men.

Despite this, men were found to be more likely to be influenced to make more costly purchases.

Instagram was found to be the most influential media channel which is unsurprising considering a massive 1 billion people use the social platform every month.

The rise of adverts posted by celebrities on the social media platform has no doubt led to the increasing amount of money spent on products promoted by these influencers.  

With regards to age group, 18-24 year olds were found to be the most affected by the famous with 57 per cent having made celebrity influenced purchases in the last year.

It also discovered a third of 25-34 year olds were influenced by famous faces but the least affected were the over 55’s with only one in ten joining in the celebrity effect.

Clare Gambardella, chief customer officer at Zopa, said: ‘Social media gives us more direct access to the style of our favourite celebrities than ever before and showcases brands and products that consumers may not have previously been aware of. 

‘Whilst most of us can’t match the bank balances of the rich and famous, treating ourselves to an aftershave, lip-gloss or watch worn by our favourite celebrities can give us that same feel good factor.’