LONDON: YouTube, Amazon and Google head the list of brands favoured by British 18-24 year olds, a new study has revealed.
The Youth 100 report, conducted by Voxburner in collaboration with partners Thinkhouse and The Student Room, asked 2,569 18- to-24-year olds to rate 250 brands according to whether they love, like, dislike, hate or have no feelings towards them, with the 'like' and 'love' scores added together to create a top 100.
"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," said Luke Mitchell, head of insight at Voxburner, in remarks reported by Marketing.
"So much exposure to YouTube content comes through shares, young people are either inspired, amused or informed each time, leading to strong positive sentiment," he added.
Making life easier and more fun were attributes sought by youth, along with helping to save money. Marketing Week noted Mitchell's observation that brands able to offer utility and value were "fundamentally important to young people's lives every day so they develop strong relationships with them".
The top ten brands were rounded out by, in order, the BBC, Ben & Jerry's, Cadbury, Facebook, Pringles, Wikipedia and Channel 4.
At the other end of the table, several brands received a high 'no feeling' score, including Andrex, Vue cinemas, Uncle Ben's and the Post Office.
A second strand of the research asked which brands respondents would like to work for and this uncovered some disparities. Apple came out top here although it is the 14th most popular brand.
More dramatically, the retailer Topshop was the third most favoured employer, but the 82nd most popular brand. And the NHS, which did not feature at all among the list of popular brands, was the fourth most sought-after employer.
"The age group feels passionately about brands that, after playing a functional role, strive to be socially and digitally connected in day-to-day life," said Emily Cramp, managing director at Thinkhouse.
One surprise for the researchers was that Buzzfeed, a trends website widely used by young people, did not appear in either list.
Data sourced from Marketing, Marketing Week; additional content by Warc staff