According to YouGov’s daily brand tracking tool, BrandIndex, Saudi millennials (18-34-years-old) talk positively about the following brands:
- Saudi (Saudia Airlines)
- Al Rajhi Bank
- Bin Laden Group
- Samsung Galaxy
- Western Union
- Al Baik
Tech giant Apple tops the list with social networking giant Facebook coming in last, which is interesting given that Facebook had 8.86 million monthly active users in the country this year. It comes as a stark contrast to UAE’s ranking where Facebook topped the list. Unlike the UAE ranking, where the top six were tech brands, Saudi’s ranking features lifestyle and banking brands indicating less tech-reliant millennials – and perhaps more attuned to baby boomer’s psyche. For instance, another YouGov study found that the top three concerns cited by both age groups are their (1) family’s well-being (cited by three in ten in both generations), (2) their health (cited by one in six) and (3) terrorism (cited by one in ten).
For this ranking, YouGov BrandIndex first screened all of its 496 brands in Saudi Arabia for positive Buzz, which asks respondents “Have you heard anything positive about the brand in the last two weeks, through advertising, news, or word of mouth?” Brands with low response volume were eliminated. From those brands, they were then ranked on Word of Mouth scores, which asks respondents “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)?” All respondents for this research were adults 18 through 34 years old. Data was collected between September 1, 2016 and August 31, 2017.