2. Brand Report 2013
What Millennials Really Think About Brands
Who was Involved?
Composed based on data
from 3.8.2013 to 3.22.2013
500 Participants
9,000 Panelists
53% Female
47% Male
Buzz Marketing Group’s “Brand Report
2013” is based on qualitative and
quantitative research involving 500
buzzSpotters® throughout the United
States during the month of March of 2013.
This report is available for download at
www.buzzmg.com/reports.
Survey fielded online
18-22
23-26
27-30
31-34
Ages 18-34
17%
25%
31%
27%
3. Brand Report 2013
What Millennials Really Think About Brands
Location
NY
14%
Rest
of
USA
17%
MI
5%
CA
11%
MA
7%
IL
12%
GA
6%
FL
7%
DC
6%
PA
7%
TX
8%
4. Brand Report 2013
What Millennials Really Think About Brands
Ethnicity
American
Indian
3%
Mixed
7%
White
25%
Hispanic
25%
Asian
American
15%
Black
25%
5. Brand Report 2013
What Millennials Really Think About Brands
Marital Status
Divorced
2%
Married
30%
In
a
relaPonship
26%
Single
36%
DaPng
6%
6. Brand Report 2013
What Millennials Really Think About Brands
Education
Masters
Degree
11%
Doctorate
2%
High
school
diploma
27%
Bachelors
Degree
46%
Associates
Degree
14%
7. Brand Report 2013
What Millennials Really Think About Brands
Employment
full-‐Pme
home
maker
11%
Unemployed
Working
5%
part-‐Pme
15%
student
12%
Self-‐
employed
6%
Working
full-‐
Pme
52%
8. Brand Report 2013
What Millennials Really Think About Brands
Household Income
46%
22%
23%
2%
Less
than
$8,000
1%
$8,000
-‐
$33,000
$33,000-‐
$82,000
$82,000
-‐
$170,000
0%
5%
$170,000
-‐
More
than
I
don't
want
$370,000
$370,000
to
specify
9. Brand Report 2013
What Millennials Really Think About Brands
Please select
your three
favorite brands in
each category:
10. Brand Report 2013
What Millennials Really Think About Brands
What is your favorite soft drink brand?
1.
Coca
Cola
42%
2.
Sprite
37%
3.
Dr.
Pepper
26%
4.
Snapple
25%
5.
Diet
Coke
21%
6.
Pepsi
21%
7.
A&W
Root
Beer
19%
8.
Minute
Made
15%
9.
Mountain
Dew
13%
42%
Coca Cola
37%
26%
Sprite
Dr. Pepper
10.
Barq’s
12%
11. Brand Report 2013
What Millennials Really Think About Brands
What is your alcoholic beverage brand?
1.
Bacardi
32%
2.
Smirnoff
31%
3.
Corona
27%
4.
Absolut
22%
5.
Jack
Daniel’s
21%
6.
Stella
Artois
21%
7.
Bud
Light
16%
8.
Captain
Morgan
16%
9.
Heineken
15%
32%
Bacardi
31%
27%
Smirnoff
Corona
10.
Johnnie
Walker
11%
12. Brand Report 2013
What Millennials Really Think About Brands
What is your favorite jeans brand?
1.
Levis
62%
2.
Guess
31%
3.
7
For
All
Mankind
23%
4.
True
Religion
21%
5.
Lucky
20%
6.
Calvin
Klein
18%
7.
Diesel
10%
8.
CiPzens
of
Humanity
7%
9.
Wrangler
7%
62%
Levis
31%
23%
Guess
10.
G-‐Star
Raw
3%
7 For All Mankind
13. Brand Report 2013
What Millennials Really Think About Brands
What is your favorite cosmetic brand?
1.
Dove
36%
2.
MAC
30%
3.
Neutrogena
25%
4.
Maybelline
22%
5.
Aveeno
20%
6.
Calvin
Klein
18%
7.
Clinique
20%
8.
L’Oreal
20%
9.
Olay
19%
36%
Dove
30%
25%
MAC
Neutrogena
10.
Revion
11%
15. Brand Report 2013
What Millennials Really Think About Brands
What is your favorite electronic brand?
1.
Apple
56%
2.
Samsung
32%
3.
Sony
26%
4.
Canon
11%
5.
Microsog
11%
6.
LG
10%
7.
Kitchen
Aid
9%
8.
HP
9%
9.
Nikon
8%
56%
Apple
32%
26%
Samsung
Sony
10.
Bose
6%
16. Brand Report 2013
What Millennials Really Think About Brands
What is your favorite fragrance brand?
1.
Dolce
&
Gabbana
21%
2.
Marc
Jacobs
21%
3.
Chanel
20%
4.
Giorgio
Armani
17%
5.
Ralph
Lauren
17%
6.
Cool
Water
13%
7.
JLo
8%
8.
Vera
Wang
8%
9.
Calvin
Klein
8%
21%
Dolce &
Gabbana
21%
20%
Marc Jacobs
Chanel
10.
Hugo
Boss
6%
17. Brand Report 2013
What Millennials Really Think About Brands
What is your favorite fast food brand?
1.
Chipotle
46%
2.
Panera
Bread
38%
3.
Subway
37%
4.
Taco
Bell
28%
5.
McDonald’s
27%
6.
Wendy’s
26%
7.
Dunkin’
Donuts
17%
8.
Burger
King
16%
9.
Pizza
Hut
16%
46%
Chipotle
38%
37%
Panera Bread
Subway
10.
Sonic
Drive-‐In
13%
18. Brand Report 2013
What Millennials Really Think About Brands
What is your favorite automobile brand?
1.
Honda
29%
2.
Toyota
28%
3.
BMW
27%
4.
Audi
23%
5.
Mercedes-‐Benz
21%
6.
Lexus
20%
7.
Ford
20%
8.
Nissan
17%
9.
Volkswagen
14%
29%
Honda
28%
27%
Toyota
BMW
10.
Chevrolet
12%
19. Brand Report 2013
What Millennials Really Think About Brands
What is your favorite airline brand?
1.
Southwest
Airlines
46%
2.
Delta
Airlines
43%
3.United
Airlines
34%
4.
JetBlue
Airlines
32%
5.
American
Airlines
24%
6.
US
Airways
13%
7.
Lughansa
6%
8.
ConPnental
5%
9.
BriPsh
Airways
5%
46%
Southwest
43%
34%
Delta
United
10.
Air
France
5%
20. Brand Report 2013
What Millennials Really Think About Brands
What is your favorite hotel brand?
1.
MarrioH
43%
2.
Hilton
Hotel
33%
3.Sheraton
Hotel
24%
4.
W
Hotel
24%
5.
WesPn
Hotel
19%
6.
Doubletree
13%
7.
Hyae
Place
13%
8.
Holiday
Inn
11%
9.
Hampton
Inn
10%
43%
Marriott
33%
24%
Hilton
Sheraton
10.
Hilton
Garden
Inn
8%
21. Brand Report 2013
What Millennials Really Think About Brands
What is your favorite TV brand?
1.
ABC
54%
2.
NBC
48%
3.
Fox
34%
4.
CBS
29%
5.
VH1
20%
6.
MTV
19%
7.
ESPN
14%
8.
The
CW
13%
9.
PBS
12%
54%
ABC
48%
34%
NBC
Fox
10.
Disney
11%
22. Brand Report 2013
What Millennials Really Think About Brands
What is your favorite apparel brand?
1.
H&M
31%
2.
Old
Navy
24%
3.
Forever
21
23%
4.
Victoria’s
Secret
23%
5.
Nike
19%
6.
Ralph
Lauren
12%
7.
Gap
12%
8.
American
Eagle
12%
9.
Zara
9%
31%
H&M
24%
23%
OLD NAVY
FOREVER 21
10.
Urban
Oukieers
9%
23. Brand Report 2013
What Millennials Really Think About Brands
What is your favorite department store brand?
1.
Target
70%
2.
Walmart
39%
3.
IKEA
24%
4.
Best
Buy
24%
5.
Costco
19%
6.
Walgreens
16%
7.
CVS
Caremark
15%
8.
Sam’s
Club
12%
9.
Kroger
10%
70%
Target
39%
24%
Walmart
IKEA
10.
Dollar
Tree
9%
25. Brand Report 2013
What Millennials Really Think About Brands
Key Findings
With an incredible 70%,Target definitely won out
over all other department store brands. Walmart
was listed as the favorite by over a third (39%) of
respondents and IKEA nabbed 24%. Amazon’s
brand gathered an even larger majority, as 80% of
participants listed it as their favorite e-Commerce
brand.
In regards to apparel and automobile brands, the
distribution of favorites is much more equal. 31%
of respondents chose H&M, 24% chose Old Navy,
and 23% chose Forever 21. Honda barely came
out on top with 29%, followed closely by Toyota
(28%), BMW (27%), Audi (23%), and MercedesBenz (21%)
Although their sales are not as high as they once
were, Apple still wins in the electronic brand
category as over half (56%) of survey respondents
listed it to be their top choice. Samsung and Sony
came in second and third with 32% and 26%,
respectively.
26. Contact Us
Buzz Marketing Group
1515 Market St.
Suite 1810
Philadelphia, PA 19102
215.399.5679
www.buzzmg.com