Post on 10-May-2015
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Brand Report 2013
10.23.13
What Millennials Really Think About Brands
Brand Report 2013
Who was Involved?
Buzz Marketing Group’s “Brand Report 2013” is based on qualitative and quantitative research involving 500 buzzSpotters® throughout the United States during the month of March of 2013. This report is available for download at www.buzzmg.com/reports.
Composed based on data from 3.8.2013 to 3.22.2013
500 Participants 9,000 Panelists
53% Female 47% Male
Survey fielded online
Ages 18-34 18-22 17% 23-26 25% 27-30 31% 31-34 27%
What Millennials Really Think About Brands
Location
NY 14%
CA 11%
IL 12%
TX 8% PA
7% DC 6%
FL 7%
GA 6%
MA 7%
MI 5%
Rest of USA 17%
Brand Report 2013
What Millennials Really Think About Brands
Ethnicity
White 25%
Black 25%
Asian American
15%
Hispanic 25%
American Indian 3%
Mixed 7%
Brand Report 2013
What Millennials Really Think About Brands
Marital Status
Single 36%
DaPng 6%
In a relaPonship
26%
Married 30%
Divorced 2%
Brand Report 2013
What Millennials Really Think About Brands
Education
High school diploma 27%
Associates Degree 14%
Bachelors Degree 46%
Masters Degree 11%
Doctorate 2%
Brand Report 2013
What Millennials Really Think About Brands
Employment Unemployed
5% Working part-‐Pme
15%
Working full-‐Pme 52%
Self-‐employed
6%
student 12%
full-‐Pme home maker
11%
Brand Report 2013
What Millennials Really Think About Brands
Household Income
Less than $8,000
$8,000 -‐ $33,000
$33,000-‐ $82,000
$82,000 -‐ $170,000
$170,000 -‐ $370,000
More than $370,000
I don't want to specify
2%
23%
46%
22%
1% 0% 5%
Brand Report 2013
What Millennials Really Think About Brands
Please select your three
favorite brands in each category:
Brand Report 2013
What Millennials Really Think About Brands
26% Dr. Pepper
42% Coca Cola
Brand Report 2013
What Millennials Really Think About Brands
37% Sprite
What is your favorite soft drink brand?
1. Coca Cola 42%
2. Sprite 37%
3. Dr. Pepper 26%
4. Snapple 25%
5. Diet Coke 21%
6. Pepsi 21%
7. A&W Root Beer 19%
8. Minute Made 15%
9. Mountain Dew 13%
10. Barq’s 12%
27% Corona
32% Bacardi
Brand Report 2013
What Millennials Really Think About Brands
31% Smirnoff
What is your alcoholic beverage brand?
1. Bacardi 32%
2. Smirnoff 31%
3. Corona 27%
4. Absolut 22%
5. Jack Daniel’s 21%
6. Stella Artois 21%
7. Bud Light 16%
8. Captain Morgan 16%
9. Heineken 15%
10. Johnnie Walker 11%
23% 7 For All Mankind
62% Levis
Brand Report 2013
What Millennials Really Think About Brands
31% Guess
What is your favorite jeans brand?
1. Levis 62%
2. Guess 31%
3. 7 For All Mankind 23%
4. True Religion 21%
5. Lucky 20%
6. Calvin Klein 18%
7. Diesel 10%
8. CiPzens of Humanity 7%
9. Wrangler 7%
10. G-‐Star Raw 3%
25% Neutrogena
36% Dove
Brand Report 2013
What Millennials Really Think About Brands
30% MAC
What is your favorite cosmetic brand?
1. Dove 36%
2. MAC 30%
3. Neutrogena 25%
4. Maybelline 22%
5. Aveeno 20%
6. Calvin Klein 18%
7. Clinique 20%
8. L’Oreal 20%
9. Olay 19%
10. Revion 11%
29% M&Ms
39% Reese’s
Brand Report 2013
What Millennials Really Think About Brands
38% Snickers
What is your favorite candy brand?
1. Reese’s 39%
2. Snickers 38%
3. M&Ms 29%
4. KitKat 25%
5. Twix 24%
6. Starburst 21%
7. Hershey’s 21%
8. Skieles 19%
9. Bueerfinger 12%
10. Nerds 9%
26% Sony
56% Apple
Brand Report 2013
What Millennials Really Think About Brands
32% Samsung
What is your favorite electronic brand?
1. Apple 56%
2. Samsung 32%
3. Sony 26%
4. Canon 11%
5. Microsog 11%
6. LG 10%
7. Kitchen Aid 9%
8. HP 9%
9. Nikon 8%
10. Bose 6%
20% Chanel
21% Dolce & Gabbana
Brand Report 2013
What Millennials Really Think About Brands
21% Marc Jacobs
What is your favorite fragrance brand?
1. Dolce & Gabbana 21%
2. Marc Jacobs 21%
3. Chanel 20%
4. Giorgio Armani 17%
5. Ralph Lauren 17%
6. Cool Water 13%
7. JLo 8%
8. Vera Wang 8%
9. Calvin Klein 8%
10. Hugo Boss 6%
37% Subway
46% Chipotle
Brand Report 2013
What Millennials Really Think About Brands
38% Panera Bread
What is your favorite fast food brand?
1. Chipotle 46%
2. Panera Bread 38%
3. Subway 37%
4. Taco Bell 28%
5. McDonald’s 27%
6. Wendy’s 26%
7. Dunkin’ Donuts 17%
8. Burger King 16%
9. Pizza Hut 16%
10. Sonic Drive-‐In 13%
27% BMW
29% Honda
Brand Report 2013
What Millennials Really Think About Brands
28% Toyota
What is your favorite automobile brand?
1. Honda 29%
2. Toyota 28%
3. BMW 27%
4. Audi 23%
5. Mercedes-‐Benz 21%
6. Lexus 20%
7. Ford 20%
8. Nissan 17%
9. Volkswagen 14%
10. Chevrolet 12%
34% United
46% Southwest
Brand Report 2013
What Millennials Really Think About Brands
43% Delta
What is your favorite airline brand?
1. Southwest Airlines 46%
2. Delta Airlines 43%
3.United Airlines 34%
4. JetBlue Airlines 32%
5. American Airlines 24%
6. US Airways 13%
7. Lughansa 6%
8. ConPnental 5%
9. BriPsh Airways 5%
10. Air France 5%
24% Sheraton
43% Marriott
Brand Report 2013
What Millennials Really Think About Brands
33% Hilton
What is your favorite hotel brand?
1. MarrioH 43%
2. Hilton Hotel 33%
3.Sheraton Hotel 24%
4. W Hotel 24%
5. WesPn Hotel 19%
6. Doubletree 13%
7. Hyae Place 13%
8. Holiday Inn 11%
9. Hampton Inn 10%
10. Hilton Garden Inn 8%
34% Fox
54% ABC
Brand Report 2013
What Millennials Really Think About Brands
48% NBC
What is your favorite TV brand?
1. ABC 54%
2. NBC 48%
3. Fox 34%
4. CBS 29%
5. VH1 20%
6. MTV 19%
7. ESPN 14%
8. The CW 13%
9. PBS 12%
10. Disney 11%
23% FOREVER 21
31% H&M
Brand Report 2013
What Millennials Really Think About Brands
24% OLD NAVY
What is your favorite apparel brand?
1. H&M 31%
2. Old Navy 24%
3. Forever 21 23%
4. Victoria’s Secret 23%
5. Nike 19%
6. Ralph Lauren 12%
7. Gap 12%
8. American Eagle 12%
9. Zara 9%
10. Urban Oukieers 9%
24% IKEA
70% Target
Brand Report 2013
What Millennials Really Think About Brands
39% Walmart
What is your favorite department store brand?
1. Target 70%
2. Walmart 39%
3. IKEA 24%
4. Best Buy 24%
5. Costco 19%
6. Walgreens 16%
7. CVS Caremark 15%
8. Sam’s Club 12%
9. Kroger 10%
10. Dollar Tree 9%
39% Ebay
85% Amazon
Brand Report 2013
What Millennials Really Think About Brands
47% Craiglist
What is your favorite e-Commerce brand?
1. Amazon 85%
2. Craigslist.org 47%
3. Ebay.com 39%
4. Neklix.com 36%
5. Itunes.com 22%
6. SpoPfy.com 13%
7. Newegg.com 9%
8. Zappos.com 8%
9. Overstock.com 5%
10. Thinkgeek.com 4%
Key Findings
Although their sales are not as high as they once were, Apple still wins in the electronic brand category as over half (56%) of survey respondents listed it to be their top choice. Samsung and Sony came in second and third with 32% and 26%, respectively.
In regards to apparel and automobile brands, the distribution of favorites is much more equal. 31% of respondents chose H&M, 24% chose Old Navy, and 23% chose Forever 21. Honda barely came out on top with 29%, followed closely by Toyota (28%), BMW (27%), Audi (23%), and Mercedes-Benz (21%)
With an incredible 70%, Target definitely won out over all other department store brands. Walmart was listed as the favorite by over a third (39%) of respondents and IKEA nabbed 24%. Amazon’s brand gathered an even larger majority, as 80% of participants listed it as their favorite e-Commerce brand.
Brand Report 2013
What Millennials Really Think About Brands
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Suite 1810 Philadelphia, PA 19102
215.399.5679 www.buzzmg.com
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