Facebook, Netflix and Kmart among top brands for Aussie millennials: Research

Facebook, Netflix and Instagram are among the brands most positively perceived by millennials in Australia, according to the latest YouGov BrandIndex rankings.

Lifting the lid on the brands generating the most positive word-of-mouth among millennials earlier this month, the YouGov index has Facebook ranked clearly first at 76.4%, followed by Netflix (71.4%) in second place and Instagram (68.1%) in third.

Kmart (68.1%) and the Commonwealth Bank (67%) round out the top five brands for Australians aged 18-34.

Also making the top 10 were fast food restaurants McDonald’s (66.5%) in sixth position and KFC (65.6%) in seventh.

Apple (65%) ranked eighth and Coles (62.5%) ninth, while YouTube (62.3%) took out tenth position in the list.

In determining the rankings, the YouGov BrandIndex initially screened its 1500 brands for positive buzz, asking respondents, “have you heard anything positive about the brand in the last two weeks, through advertising, news or word-of-mouth?”. This eliminated brands with a low response volume.

Brands were then ranked on “word-of-mouth scores”. Respondents were asked, “which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online or through social media)?”.

The rankings also reveal the 10 best brand improvers among millennials, with realestate.com.au (51.4%, up 13% points year-on-year) at number one, followed by carsales.com.au (44.9%, up 11.7%) in second position and Mastercard (43%, up 9.3% in third).

Mazda was ranked fourth at 54.4% (up 8.7% points year-on-year), followed by Priceline Pharmacy (45.5%, up 8.6%), with Yahoo7 (34.3%, up 8.2%), Kmart (68.1%, up 8.2%), Chemist Warehouse (46%, up 7.5%), Flight Centre (43.5%, up 7.3%) and ANZ (50.6%, up 7.2%) rounding out the top 10.

The YouGov BrandIndex is a global research project that is based on more than 2.5 million interviews each year with consumers in 31 countries.