YouTube beats Facebook and Google to become top youth brand
YouTube has been voted the number one youth brand by 16- to 24-year-olds, beating both Facebook and Google, while Twitter, Red Bull and Spotify fail to make the top 50.
YouTube: named number one brand among youths
The awards mark the second year of the Youth 100 report by youth-insights group Voxburner.
YouTube trumped the competition for the second year in a row, with Amazon coming second, Google third, the BBC fourth and Unilever’s Ben & Jerry’s fifth favourite overall.
A survey of 2,569 students from across the UK has been used to gather youths' views on brands, while young people participated in Thinkhouse’s ‘State of the Youth Nation’ research, which partnered with the Youth 100 to find out what makes a brand relevant to young people.
The research saw Coca-Cola, which targets the youth market, come in at number 20, behind Facebook in seventh place and Wikipedia at number nine, while Skype, Doritos and Boots all dropped out of the top 10.
Coca-Cola did however top the non-alcoholic drinks category, while Converse topped the fashion brands and the BBC beat all other media brands to be youth favourite in the category.
Those surveyed outlined "a brand they can relate to" as a significant reason for brand appeal, while "value for money" and wanting brands’ marketing work to "entertain me" were also significant answers.
Almost 75% of young people said they spend more time on social media than they do with lecturers or parents, while another 38% said they check into social networks every few hours.
Luke Mitchell, head of insight, Voxburner, said: "YouTube has come out on top again because of the broad utility it has in young people's lives every day – from music player to information provider and entertainer – and the fact it delivers a high-value experience almost every time.
"So much exposure to YouTube content comes through shares, young people are either inspired, amused or informed each time, leading to strong positive sentiment."
|Top 100 youth brands|
|5||Ben & Jerry's|
|85||The Body Shop|
This article was first published on marketingmagazine.co.uk
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