Apple is the top brand of choice for Millennials, with Nike and Samsung representing this demographic’s second- and third-most popular brands, according to a new study from creative agency Moosylvania. Target and Amazon come in at Nos. 4 and 5, making them the first non-manufacturing retailers on the list. Rounding out the top 10 are Sony, Walmart, Microsoft, Coke and Google.
Despite the many options Millennial shoppers have, they still gravitate toward some of the best-known names in the retail industry. Retailers comprised half of the next 10 choices: Adidas, Nintendo, Pepsi, Starbucks, Victoria’s Secret, Ford, Forever 21, Jordan, American Eagle and Disney.
Nearly one-third of the top 100 brands are retail or apparel companies.
Peer influence and other conversations are much more likely to induce trial than advertising, with the study noting that brand discussion leads to a 2.5X greater chance of adoption than TV, Facebook and YouTube advertising combined. More than 70% of consumers agreed or strongly agreed that they would share and repost information from their favorite brands.
The Moosylvania report, titled: 100 Millennial Brands Over Five Years (2013-2017), is based on a new study using 15,000 consumer responses, regarding brands in categories including electronics, gadgets, gaming, soft drinks, clothing and cars.