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Brand Report 2013
The 2013 Brand Report details preferences of millennials regarding various brands based on a survey of 500 participants. Notable favorites included Target for department stores (70%), Amazon for e-commerce (85%), and Apple for electronics (56%). The report also highlights diversity in choices across categories such as soft drinks, alcoholic beverages, and automobiles.
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Brand Report 2013
- 1. Brand Report 2013 WhatMillennials Really Think About Brands 10.23.13
- 2. Brand Report 2013 WhatMillennials Really Think About Brands Who was Involved? Composed based on data from 3.8.2013 to 3.22.2013 500 Participants 9,000 Panelists 53% Female 47% Male 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. Survey fielded online 18-22 23-26 27-30 31-34 Ages 18-34 17% 25% 31% 27%
- 3. Brand Report 2013 WhatMillennials Really Think About Brands Location NY 14% Rest of USA 17% MI 5% CA 11% MA 7% IL 12% GA 6% FL 7% DC 6% PA 7% TX 8%
- 4. Brand Report 2013 WhatMillennials Really Think About Brands Ethnicity American Indian 3% Mixed 7% White 25% Hispanic 25% Asian American 15% Black 25%
- 5. Brand Report 2013 WhatMillennials Really Think About Brands Marital Status Divorced 2% Married 30% In a relaPonship 26% Single 36% DaPng 6%
- 6. Brand Report 2013 WhatMillennials Really Think About Brands Education Masters Degree 11% Doctorate 2% High school diploma 27% Bachelors Degree 46% Associates Degree 14%
- 7. Brand Report 2013 WhatMillennials Really Think About Brands Employment full-‐Pme home maker 11% Unemployed Working 5% part-‐Pme 15% student 12% Self-‐ employed 6% Working full-‐ Pme 52%
- 8. Brand Report 2013 WhatMillennials Really Think About Brands Household Income 46% 22% 23% 2% Less than $8,000 1% $8,000 -‐ $33,000 $33,000-‐ $82,000 $82,000 -‐ $170,000 0% 5% $170,000 -‐ More than I don't want $370,000 $370,000 to specify
- 9. Brand Report 2013 WhatMillennials Really Think About Brands Please select your three favorite brands in each category:
- 10. Brand Report 2013 WhatMillennials Really Think About Brands 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% 42% Coca Cola 37% 26% Sprite Dr. Pepper 10. Barq’s 12%
- 11. Brand Report 2013 WhatMillennials Really Think About Brands 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% 32% Bacardi 31% 27% Smirnoff Corona 10. Johnnie Walker 11%
- 12. Brand Report 2013 WhatMillennials Really Think About Brands 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% 62% Levis 31% 23% Guess 10. G-‐Star Raw 3% 7 For All Mankind
- 13. Brand Report 2013 WhatMillennials Really Think About Brands 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% 36% Dove 30% 25% MAC Neutrogena 10. Revion 11%
- 14. Brand Report 2013 WhatMillennials Really Think About Brands 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% 39% Reese’s 38% 29% Snickers M&Ms 10. Nerds 9%
- 15. Brand Report 2013 WhatMillennials Really Think About Brands 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% 56% Apple 32% 26% Samsung Sony 10. Bose 6%
- 16. Brand Report 2013 WhatMillennials Really Think About Brands 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% 21% Dolce & Gabbana 21% 20% Marc Jacobs Chanel 10. Hugo Boss 6%
- 17. Brand Report 2013 WhatMillennials Really Think About Brands 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% 46% Chipotle 38% 37% Panera Bread Subway 10. Sonic Drive-‐In 13%
- 18. Brand Report 2013 WhatMillennials Really Think About Brands 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% 29% Honda 28% 27% Toyota BMW 10. Chevrolet 12%
- 19. Brand Report 2013 WhatMillennials Really Think About Brands 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% 46% Southwest 43% 34% Delta United 10. Air France 5%
- 20. Brand Report 2013 WhatMillennials Really Think About Brands 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% 43% Marriott 33% 24% Hilton Sheraton 10. Hilton Garden Inn 8%
- 21. Brand Report 2013 WhatMillennials Really Think About Brands 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% 54% ABC 48% 34% NBC Fox 10. Disney 11%
- 22. Brand Report 2013 WhatMillennials Really Think About Brands 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% 31% H&M 24% 23% OLD NAVY FOREVER 21 10. Urban Oukieers 9%
- 23. Brand Report 2013 WhatMillennials Really Think About Brands 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% 70% Target 39% 24% Walmart IKEA 10. Dollar Tree 9%
- 24. Brand Report 2013 WhatMillennials Really Think About Brands 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% 85% Amazon 47% 39% Craiglist Ebay 10. Thinkgeek.com 4%
- 25. Brand Report 2013 WhatMillennials Really Think About Brands Key Findings 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. 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 MercedesBenz (21%) 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.
- 26. Contact Us Buzz MarketingGroup 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com