YouTube is the top youth brand in the United Kingdom. The results come from a survey of over 2,500 students from across the U.K. which was conducted by Voxburner in partnership with Thinkhouse’s “State of the Youth Nation” research. This is the second year the top youth brands have been ranked and the second year that YouTube took the top spot.
As part of the research, students were asked to rank brands based on a number of factors to determine what makes a brand relevant to young audiences.
The most important reasons that youths like brands based on the research results are:
- Young people can relate to the brand.
- The brand offers value for the money.
- The brand’s marketing work entertains youths.
The overwhelming use of social media by U.K. youths also played a big role in shaping this audience’s opinions about brands. The study found that nearly 75% of students claim to spend more time on social media than with parents or in lectures, and more than one out of three young people check social networks at least every few hours (38%).
The top 20 youth brands in the U.K. based on this study are (follow the link at the beginning of the article to see the full list):
- Ben & Jerry’s
- Channel 4
- Cancer Research
The top fashion brand among U.K. youths, according to this study, is Converse at #55, and the top non-alcoholic beverage is Coca-Cola at #20. However, many brands didn’t rank as high among students who responded to the survey as you might think. Twitter ranked 60th while Starbucks ranked 70th. Even brands that target youths didn’t rank as high as you might expect. Spotify ranked 75th and Red Bull ranked 92nd.
As you look through the top 10 brands in the ranking above, you’ll notice brands that offer utility and entertainment performed particularly well among the youth audience. Similarly, brands that offer “one-stop shopping” for finding information, being entertained, making purchases, and so on, performed well.
In fact, there is a common thread among many of the brands that young people ranked high in the study—convenience. Want to be entertained? Visit YouTube. Want to find information about anything? Go to Google of check Wikipedia. Want to connect with other people? Log into Facebook or Skype.
What do you think of the ranking of brands by U.K. students? Do any of the brands on the list surprise you? Leave a comment and share your thoughts below.
Image: Yutaka Tsutano
Latest posts by Susan Gunelius (see all)
- Coca-Cola Contour Bottle Turns 100 This Year - March 3, 2015
- World’s 50 Most Popular Brands - February 25, 2015
- Brands with the Most Loyal Customers in 2015 - February 18, 2015
- The World’s 50 Most Innovative Companies in 2015 - February 14, 2015
- UK Consumers Will Share Private Data with Brands Under Certain Conditions - February 4, 2015