Australian millennials like Facebook and supermarket chains

Kim HoPR Manager
September 27, 2018, 7:54 AM GMT+0

Examining the most discussed brands amongst 18 to 34 year olds

Facebook is the most positively talked about brand amongst millennials in Australia, new data from YouGov BrandIndex reveals.

The world’s most popular social media platform tops the latest YouGov rankings, which consider the brands 18-to-34 year-olds have discussed with friends in favourable terms.

Facebook leads the top ten with a score of 73.7 ahead of other online brands. SVOD service Netflix (70.9) is in third place, social network Instagram (68.5) in fourth and video sharing platform YouTube (63.8) comes in tenth. Quick service restaurants also do well, with McDonald’s (70.9) in second and KFC (66.7) in sixth.

Supermarket chains have a strong presence in the top ten with Kmart (68.4) in fifth, Woolworths (64.8) in seventh, and Aldi (64.1) in ninth. The list is rounded out by Commonwealth Bank (64.6) at eighth.

Ervin Ha, YouGov’s APAC Head of Data Products said: “It is perhaps not surprising that Facebook is is in top position amnong younger Australians. But what stands out is the prevalence of supermarket chains in the top ten. Australia’s competitive grocery industry have challenged brands to keep prices low, and products up-to-date which seems to have curried favour with millennials.”

The rankings also show which brands have experienced the greatest uplift in the positive word of mouth over the past 12 months. ING – the Dutch multinational bank – tops the improvers list with its score increasing by +10.4. It appears ahead of Specsavers (+8.9), Qatar Airways (+8.0) and Nando’s (+7.2).

YouGov’s rankings are based upon YouGov BrandIndex’s Word of Mouth metric, which measures whether a respondent has discussed a brand with friends or family (whether in-person, online, or through social media) in the past two weeks. They are then filtered by positive Buzz - to sift out those who talk well of a brand from those who don’t – and age, so that only 18-34 year-olds’ views are measured.