Shaken & Stirred - Influential Brand Profiling and Positioning

Research : Cadbury tops Amazon as Generation Y’s favourite brand / w00t! Media

Chocolate, crisps and internet brands dominate the top 10 / Food, drink and retailers account for over half of top 100

London, 6 June 2013 – Chocolate, crisps and the internet dominate the most liked brands amongst 16-34 year olds according to a new report “Generation Y and Brand Loyalty” from w00t! Media. The report, which looks at the changing relationships Britons have with brands as they age from 16 to 34, reveals Cadbury is the most liked brand amongst UK 16-34 year olds (82%), followed by Amazon (78%), Pringles, Walkers and Heinz (all 74%).

The top ten is completed by Google, Coca-Cola, (both 73%), Galaxy (71%), Kellogg’s and Facebook (both 70%). See Editor’s notes for Top 100 and category winners.

Dan McDevitt, w00t! Media’s joint managing director says: “Despite all the media attention given to internet, technology and mobile brands, the top 100 overall shows Generation Y remain most fond of traditional food, drink and retail brands – which account for over half the entire list.”

Most liked brands by category

The BBC is the favourite media/entertainment brand at 14th overall. McDonald’s takes the honours in high-street retail (16th). Following the top four internet brands, Apple is the leading technology/mobile brand but ranks 19th in the overall list, just a few places ahead of Colgate (23rd) – the most liked personal care brand. Nike is the favourite clothing/fashion brand (40th) as is Smirnoff in the alcohol sector (46th).

Visa is the only finance brand in the top 100 (51st), British Airways is the only travel brand (64th) whilst the top car brand ranks just 75th (Audi) ahead of BMW (83rd) and Ford (99th).

Brand preferences by demographic

Within Generation Y, Guinness indexes highest (141) amongst males who are 41% more likely to like Guinness than the average Generation Y person. For females it’s Rimmel London (171) and for 16-19 year olds it’s Twitter (146). Twitter is the 35th most liked brand amongst 16-19s compared to 70th overall.

American Express is the highest indexing brand amongst Generation Y’s earning over £40,000 per year (index of 325) and social group ABC1 (147).

How brand preferences change from 16 to 34

The report identifies three life-stages within Generation Y and how brand preferences change. The ‘all about me’ stage are typically 16-21 years and only need to consider brands for themselves, not having to buy for partners or kids; Snacks, fashion and the internet dominate their most liked brands.

The ‘all about us’ stage are typically 21-30 and becoming independent – moving into their first home, moving in with a partner or stepping onto the career ladder. The most liked brands here start to include more alcohol, retailer and household grocery brands such as Colgate.

The ‘all about them’ stage are 25-34 years old and are accountable to other considerations such as a partner, children or a mortgage – which trump initial personal preferences. Their brand repertoire grows considerably and more family-orientated brands such as Johnsons, Warburtons and Kellogg’s appear.

McDevitt says: “Despite being subject to the biggest life changes, no other age group is treated as such a homogenised unit by advertisers and the media as 16-34s. The study reveals how Generation Y’s relationships with brands change considerably as they move through these very different life stages.”

Why brands appeal

Quality (cited by 72%) and how the product performs versus the competition (67%) are the major reasons why brands appeal to 16-34 year olds. Six in 10 say it’s because the brand fits their own personality while ‘what the company represents appeals’ and the ‘price being fair’ are both cited by half of 16-34 year olds.

McDevitt: “Regardless of age, two common denominators emerged about why brands appeal to Generation Y – the product’s perceived quality and performance. These ‘functional’ reasons run counter-intuitive to those who believe young adults are preoccupied with simply jumping onto the next big thing.”

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