The independent research firm Voxburner, a spin-off from The Beans Group, yesterday held the biggest Youth Awards ceremony of the year at The Barbican Center, London, where the results of The Youth 100 research were revealed. The video-sharing site YouTube turned out to be more popular than Facebook, Twitter, Instagram or other non-tech brands.
The Youth 100 is an annual research on the UK youth’s—18-to 24-year-olds’—most loved brands. This year the agency surveyed over 2,500 respondents who were asked to rank 400 brands based on personal feeling towards each of them that can be described as love/like/no feeling/dislike/hate.
The Youth 100 Top 10 brands:
1. YouTube
2. Amazon
3. Google
4. BBC
5. Ben & Jerry’s
6. Cadbury
7. Facebook
8. Pringles
9. Wikipedia
10. Channel 4
Youth’s most loved brands by category:
| Fast Food & Restaurants | Grocery | Snacks & Confectionery | Alcohol |
| Donimo’s | Coco Pops | Ben & Jerry’s | Absolut |
| Greggs | Heinz Beanz | Cadbury | Baileys |
| PizzaExpress | Hovis | McCoys | Jägermeister |
| Pizza Hut | Kingsmill | Pringles | Kopparberg |
| Nando’s | Warburtons | Walkers | Smirnoff |
| Drinks (non-alcoholic) | Entertainment | Technology | Retail |
| Coca-Cola | Alton Towers | Adobe | Amazon |
| Costa | Cineworld | Apple | Ebay |
| Innocent | EA Games | Microsoft | H&M |
| Lucozade | Odeon | Samsung | HMV |
| Starbucks | Wetherspoon | Sony | Waterstones |
| Health and Beauty | Fashion | Travel and Living | Internet |
| Boots | adidas | EasyJet | |
| Dove | Converse | InterRail | |
| Durex | Levi’s | National Express | Skype |
| Vaseline | Nike | National Rail | Wikipedia |
| Sure | Vans | Thomas Cook | YouTube |
| Media | Mobile Providers & ISPs | Charities and Campaigns | Money and Finance |
| BBC | Carphone Warhouse | Cancer Research | moneysupermarket |
| Channel4 | O2 | Comic Relief | PayPal |
| E4 | Orange | Movember | Post Office |
| MTV | Sky | NUS | NatWest |
| The Guardian | Virgin Media | Oxfam | Visa |
In partnership with Voxburner, the youth communications agency Thinkhouse conducted a survey among students that revealed some interesting facts, as follows:
- 55% of the respondents said that «value for money» was a factor of purchase decision;
- 54% purchased something that they saw on social media;
- 66% said that they would leave a website that had no mobile-friendly version.
Emily Cramp, Managing Director of Thinkhouse said: “Young people do feel there’s a role for brands in their lives. It’s no surprise that value is a driver for this audience.
Strategies that integrate next generation content and create compelling reasons for youth audiences to interact and engage with brands online is what makes them relevant.»