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