YouTube beats Facebook and Google to become top youth brand

YouTube has been voted the number one youth brand by 16- to 24-year-olds, beating both Facebook and Google, while Twitter, Red Bull and Spotify fail to make the top 50.

YouTube: named number one brand among youths
YouTube: named number one brand among youths

The awards mark the second year of the Youth 100 report by youth-insights group Voxburner.

YouTube trumped the competition for the second year in a row, with Amazon coming second, Google third, the BBC fourth and Unilever’s Ben & Jerry’s fifth favourite overall.

A survey of 2,569 students from across the UK has been used to gather youths' views on brands, while young people participated in Thinkhouse’s ‘State of the Youth Nation’ research, which partnered with the Youth 100 to find out what makes a brand relevant to young people.

The research saw Coca-Cola, which targets the youth market, come in at number 20, behind Facebook in seventh place and Wikipedia at number nine, while Skype, Doritos and Boots all dropped out of the top 10.

Coca-Cola did however top the non-alcoholic drinks category, while Converse topped the fashion brands and the BBC beat all other media brands to be youth favourite in the category.

Those surveyed outlined "a brand they can relate to" as a significant reason for brand appeal, while "value for money" and wanting brands’ marketing work to "entertain me" were also significant answers.

Almost 75% of young people said they spend more time on social media than they do with lecturers or parents, while another 38% said they check into social networks every few hours.

Luke Mitchell, head of insight, Voxburner, said: "YouTube has come out on top again because of the broad utility it has in young people's lives every day – from music player to information provider and entertainer – and the fact it delivers a high-value experience almost every time.

"So much exposure to YouTube content comes through shares, young people are either inspired, amused or informed each time, leading to strong positive sentiment."

Top 100 youth brands
1 YouTube
2 Amazon
3 Google
5 Ben & Jerry's
6 Cadbury
7 Facebook
8 Pringles
9 Wikipedia
10 Channel 4
11 Cancer Research
12 eBay
13 PayPal
14 Walkers
15 Sony
16 McCoys
17 Doritos
18 Apple
19 Skype
20 Coca-Cola
21 Comic Relief
22 Haribo
23 Domino's
24 Kettle Chips
25 Heinz Beans
26 Hovis
27 Pizza Hut
28 H&M
29 Microsoft
30 Nando's
31 Boots
32 Vaseline
33 Pizza Express
34 Innocent
35 Costa
36 Wetherspoons
37 Greggs
38 HMV
39 Coco Pops
40 Subway
41 E4
42 Warburtons
43 Waterstone's
44 McDonald's
45 Kingsmill
46 Ikea
47 Samsung
48 Odeon
49 Lucozade
50 Argos
51 Primark
52 New Look
53 Alton Towers
54 National Rail
55 Converse
56 WH Smith
57 EA Games
58 Morrisons
59 Krispy Kreme
60 Twitter
61 Visa
62 Cineworld
63 Smirnoff
64 Dove
65 Millie's Cookies
66 NUS
67 Kopparberg
68 Andrex
69 Sure
70 Starbucks
71 Cathedral City
72 McCain
73 Adobe
74 Durex
75 Spotify
76 Ticketmaster
77 Vue
78 TK Maxx
79 Oxfam
80 Gillette
81 Pepsi Max
82 TopShop
83 Vans
84 River Island
85 The Body Shop
86 Dell
87 Uncle Ben's
89 Asos
90 Thorpe Park
91 KFC
92 Red Bull
93 Special K
94 LoveFilm
95 National Express
96 Movember
97 Waitrose
98 Absolut Vodka
99 Schuh
100 Zara

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