YouGov says its best brand list is dominated by social media brands, with three out of the top 10 coming from this industry – but casual and QSR dining brands are also popular in millennials’ minds in Australia, with McDonald’s ranked sixth, and KFC seventh.
Ervin Ha, head of Data Products at YouGov Asia Pacific, commented: “Millennials, those were born between 1980 and 1999, are one of the largest and most technology savvy generations ever. Marketing to this demographic is a priority for established and emerging brands alike. Leveraging BrandIndex and its different measurement metrics, we can see which brands are the most popular in the eyes of this generation. BrandIndex serves as a valuable tool for marketers who want to tap into this key market.”
For the latest ranking, YouGov BrandIndex first screened all its 1500 brands for positive Buzz, which asks respondents "Have you heard anything positive about the brand in the last two weeks, through advertising, news, or word of mouth?" Brands with low response volume were eliminated.