LONDON: A quarter of young consumers say they first learn about brands on TV, while 60% agree the medium has a role in shaping which products they buy, a study undertaken among 12–24 year olds in five major markets has found.

MTV Networks International, Nokia, 20th Century Fox, Fox Mobile Group and Channel 4 supported the research, called A Beta Life Youth, which was based on a poll undertaken among 8,000 people aged 12–24 in the UK, US, Germany, India and Japan.

Overall, only 4% of participants said they did not pay attention to brands, a total that reached a high of 33% among Japanese respondents.

Consumer electronics was one of the sectors where TV had the highest impact, while over 50% of those surveyed argued the medium had a role in shaping their purchases in the apparel and fashion categories.

In terms of being influenced by brand names, over 30% of participants in Germany and Japan said they would buy a product because it appears to be of a good quality rather than because it was a well-known brand, compared with 22% of Indian and British youth, and 19% of Americans.

TV was also said to boost perceptions of a brand's quality, while 71% of respondents said that the web also simplifies the process of choosing which brand to buy.

In terms of what makes a brand desirable, 81% of respondents favoured a product of "good quality," followed by 63% arguing it should be "trustworthy".

A further 56% posited that it was important for goods to "work well", while 51% argued a brand with "good history" or which "has been good for a long time" was appealing.

By contrast, just over 40% said it was important for a brand to have "class", "fit with my own image", be "popular" or have a "cool image," while 38% noted products should be "authentic".

Some 87% of young Indians researched all of their purchases, a figure falling to 80% in Germany, 63% in the UK, 60% in Japan and 58% in the US. 

Indian consumers were also the most likely to view a brand as "a way of belonging," with 25% agreeing with this statement, while 56% of young Germans linked brands primarily with a name or logo.

Some 66% of Indians also said they discuss brands "a lot", compared with only 33% of US youth and 25% of the counterparts in the UK and Germany.

Data sourced from Marketing Charts; additional content by WARC staff