Brand Report 2013

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%


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


Ethnicity

White 25%

Black 25%

Asian American

15%

Hispanic 25%

American Indian 3%

Mixed 7%

Brand Report 2013


Marital Status

Single 36%

DaPng 6%

In a relaPonship

26%

Married 30%

Divorced 2%

Brand Report 2013


Education

High school diploma 27%

Associates Degree 14%

Bachelors Degree 46%

Masters Degree 11%

Doctorate 2%

Brand Report 2013


Employment Unemployed

5% Working part-‐Pme

15%

Working full-‐Pme 52%

Self-‐employed

6%

student 12%

full-‐Pme home maker

11%

Brand Report 2013


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


Please select your three

favorite brands in each category:

Brand Report 2013


26% Dr. Pepper

42% Coca Cola

Brand Report 2013


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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


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215.399.5679 www.buzzmg.com

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Brand Report 2013

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