YouGov BrandIndex has announced the top 10 best perceived brands among Millennials in Australia, with Facebook, Netflix and Instagram unsurprisingly achieving the highest Word of Mouth Scores.
The best perceived brand list is dominated by social media brands, with three out of the top 10 coming from this industry. However, casual and quick services restaurants (QSR) dining brands are also popular in Millennials’ minds in Australia, with McDonald’s ranked sixth, and KFC ranked seventh.
Commenting on the findings, Ervin Ha, head of data products at YouGov Asia Pacific, said, “Millennials, those were born between 1980 and 1999, are one of the largest and most technology savvy generations ever.
“Marketing to this demographic is a priority for established and emerging brands alike. Leveraging BrandIndex and its different measurement metrics, we can see which brands are the most popular in the eyes of this generation. BrandIndex serves as a valuable tool for marketers who want to tap into this key market.”
For this ranking, YouGov BrandIndex first screened all of its 1,500 brands for positive Buzz, which asks respondents “Have you heard anything positive about the brand in the last two weeks, through advertising, news, or word of mouth?” Brands with low response volume were eliminated. From those brands, they were then ranked on Word of Mouth scores, which asks respondents “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?” All respondents for this research were adults 18 through 34 years old.
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