According to YouGov’s daily brand tracking tool, BrandIndex, UAE millennials (18-34-years-old) talk positively about the following brands:
- Samsung Galaxy
- Emirates NBD
Social media giant Facebook is the most positively talked about brand among millennials in the UAE, ahead of iPhone and Apple. This is a stark contrast to Saudi rankings where Facebook ranks tenth.
Considering that millennials are the most tech-savvy and connected generation, it’s no surprise that the top six spots are dominated by technology brands.
It is, however, interesting to note that food, lifestyle and banking brands also resonate with millennials. When it comes to food, it’s quick-service, fast-food chains McDonald’s and KFC that rank eights and tenth – a stark contrast to this group’s ethical and healthy food preferences.
Scott Booth, head of YouGov BrandIndex in MENA says: “Cross-referencing WOM with positive Buzz about brands allows us to measure which are the ‘most viral’ among consumers. Seeing exciting, young tech brands emerge as the leading brands creating chatter among UAE millennials fits our expectations of this group as tech-savvy digital natives and future thinkers. The presence of two global quick service restaurants and home-grown household names in the rankings highlights efforts these brands are also making to build a positive image among the more socially, globally and environmentally conscious millennial group.”
YouGov’s daily brand tracking tool, BrandIndex, considered the opinions of UAE respondents aged between 18 and 34 collected online over the past year to discover the 10 brands they’ve talked about most positively with friends and family, whether in person, online or through social media.
YouGov BrandIndex first screened all of its 546 brands in the UAE 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.