Cadbury, Pringles, Walkers and Coca-Cola dominate the most liked brands amongst 16-34 year olds according to the ‘Generation Y and Brand Loyalty’ report from w00t! Media.
The study looked at the changing relationships Brits have with brands as they age from 16 to 34 and revealed that Cadbury is the most liked brand (82 per cent), followed by Amazon (78 per cent), Pringles, Walkers and Heinz (all 74 per cent).
The top ten is completed by Google, Coca-Cola, (both 73 per cent), Galaxy (71 per cent), Kellogg’s and Facebook (both 70 per cent).
“Despite all the media attention given to internet, technology and mobile brands, the top 100 overall shows Generation Y remain most fond of traditional food, drink and retail brands – which account for over half the entire list,” said Dan McDevitt, w00t! Media’s joint managing director.
The BBC was named the most liked media brand, coming in 14th place, while Apple (19th) is the leading technology/mobile brand.
Colgate (23rd) was named the most liked personal care brand and Nike is the favourite clothing/fashion brand (40th) as is Smirnoff in the alcohol sector (46th).
The top car brand ranks Audi (75th), ahead of BMW (83rd) and Ford (99th).
The study also found that brand preferences significantly change from 16 to 34. The ‘all about me’ stage, typically 16-21 years, only need to consider brands for themselves, making snacks, fashion and the internet the most popular.
The ‘all about us’ stage, typically 21-30, is about becoming independent and the most liked brands here start to include more alcohol, retailer and household grocery brands.
The ‘all about them’ stage are 25-34 years old and are accountable to other considerations such as a partner, children or a mortgage and see family-orientated brands such as Johnsons, Warburtons and Kellogg’s appear.
McDevitt added: “Despite being subject to the biggest life changes, no other age group is treated as such a homogenised unit by advertisers and the media as 16-34s. The study reveals how Generation Y’s relationships with brands change considerably as they move through these very different life stages."