Amazon takes over from YouTube as the UK’s top youth brand

Amazon has taken the top spot in in Voxburner’s Youth 100 for 2014, toppling YouTube – who has held the top spot for the past two years – into second place.

Google, Cadbury and Ben & Jerry’s make up the top five of the list, which was decided by 3,000 youths between the ages of 18 and 24.

Microsoft and Boots were among new entries in the top ten.

Simon Eder, founder of Voxburner said: “We’ve learned a lot about young people from this research. They have more mainstream ways than we are often led to believe - the young person presented through the media is rarely the moderate, aspirational 18-24 year old that we know. We’ve also seen that to be a successful youth brand you must be able to do at least one of three things: make young people’s life easier, more fun or save them money. If you scan down the Youth 100 list, it’s amazing how many brands are ticking these criteria.

“Comparison websites, discount codes and user reviews are just some tools that have helped young people make sure they can find the very best quality at the very best price, and no-one epitomises this more than this year’s winner Amazon. The UK is a nation of online shoppers and young people are key drivers of this. Amazon offers value, convenience and is often the first port of call when searching for items online.”

Surprisingly, Snapchat did not do well on the list, coming in at second place behind Whatsapp in the apps category and 76th place overall.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.