The Beans Group has unveiled the Youth 100, the UK’s most loved brands according to 18-24 year olds, with YouTube beating Wikipedia to the top spot.
The group, which is behind student site Student Beans, was surprised to discover that Apple only rated as 24 on the list, beaten by brands such as Pringles, Greggs, E4 and Facebook.
Kopparberg topped the beers and cider sector, while Jägermeister came first in the wines and spirits section, at number 48.
Boots was the favourite for health and beauty (number eight); Cancer Research topped the charity list (number 10) and H&M was rated as the most loved in terms of retail (number 11).
Luke Mitchell, head of youth strategy at The Beans Group, said: “YouTube has successfully morphed ‘video’ into a conversation between creators, writers, producers and the audience. They’ve provided a platform where the humble video has been transformed as part of the online revolution that resonates with young people. YouTube are deserving winners.
“18-24s are an influential, highly social, open-minded and ambitious group. Many of the top performing brands identify their passions and find a role within them. Others win simply by focusing on good value and great service, two qualities that young people rate highly in a brand.”