Teens prefer buying brands

05 June 2009

HELSINKI: Nearly two-thirds of teenagers almost always buy their favourite brands when making purchase decisions, with Nike, Sony and Apple ranking among the most popular properties around the world, a survey by Habbo, a "virtual world" aimed at young consumers, reports.

Based on a poll of 112,000 teenagers in 30 countries, The Global Habbo Youth Survey found that 52% of respondents typically opted to buy the "most popular" brands, while 45% defined themselves as being "loyal" to certain products.

Overall, 60% also agreed with the statement that they "don't dislike brands", while a further 53% said they tended to buy "well-known" brands, compared with 25% favouring "less well-known" alternatives.

Young consumers look for goods that are targeted specifically at their demographic, a preference stated by 61% of Habbo's panel, while 42% opted for products "that make them look well off".

A further 38% of participants wanted to own items that helped them stand out, but 30% often choose the same brands as their friends.

In the apparel category, just under half of contributors reported that they did not buy clothes if no branding was visible.

Among teenage girls, H&M, Zara and Roxy were the most popular apparel brands, with Nike, Adidas and Lacoste receiving this title among boys.

Nike was also the top-ranked sportswear property among both of these groups, followed by Adidas and Puma in both cases.

It also topped the sporting footwear category among boys, with Converse in second, with these positions being reversed among girls.

Nivea, L'Oréal, Avon, Dove and Garnier were the personal hygiene brands most favoured among female contributors, with Axe/Lynx, Nivea and Gatsby among the preferred option with males.

YouTube and Facebook were the best-performing websites respectively for each gender, with MySpace third among girls, and Google taking this position with boys.

Nokia was named as the top mobile phone manufacturer, followed by Sony Ericsson, with Apple's iPhone and BlackBerry also making this list.

Sony was the preferred consumer electronics makers, followed by Apple, Nintendo, Samsung and HP.

Emmi Kuusikko, director of user and

Data sourced from Sulake; additional content by WARC staff