Coca-Cola, Apple top teen WOM charts

13 October 2010

NEW YORK: Coca-Cola, Apple and Verizon are the brands which generate the most word of mouth among US teenagers, new figures show.

The Keller Fay Group, the specialist consultancy, measures more than 350,000 physical and digital conversations relating to goods and services annually, on an ongoing basis.

Having analysed data from over 3,600 panellists in the 13–17 year old bracket, it found 74% talk about the media and entertainment category, 18% ahead of the population as a whole.

Some 61% of the younger demographic mentioned food and dining brands, compared with 56% of the wider sample, totals standing at 60% and 39% in turn regarding technology offerings.

A further 57% of teens spoke about beverages, falling to 56% for retail and apparel, 49% concerning automotive and 38% for personal care and beauty, each bettering the average.

Coca-Cola headed the list of products cited by name for this audience, leading Apple in second and Verizon in third.

Apple's iPod claimed fourth, and the top ten was completed by Ford, Pepsi, McDonald's, AT&T, Sony and Nike.

Dell, Chevrolet, Microsoft, Sprite and Toyota also featured prominently, with Wal-Mart the premier retailer on the same metric.

Overall, 85% of relevant teen interactions incorporating goods and services occur offline, and 13% happen on the web, Keller Fay said.

Teenagers use email, text and social media more frequently to provide product feedback than the typical US consumer, among whom 91% of discussions take place offline, and 7% via digital channels.

TV spots constituted the most widely-referenced medium for 13-17 year olds, beating internet marketing, and magazine articles and ads, which took a "distant third."

"Teens are very apt to talk about tech gadgets, cool clothes, engaging entertainment, and sports," said John Moore, of Keller Fay.

"If you can showcase your brand's personality to appeal to the teenage audience, chances are strong they will talk."

"You will need to command their attention through television commercials, online marketing, and magazine placements in order to fully tap into the talkative nature of teens."

Data sourced from Keller Fay Group; additional content by Warc staff