SBD/February 10, 2011/Research and Ratings

Planet Mars: Study Shows M&Ms Favorite Brand Among Youths Ages 8-24

M&Ms ranked first in brand equity based on familiarity, quality and purchase consideration among youths between the ages of 8-24, according to the first-ever Youth EquiTrend study conducted by Harris Poll. Google ranked second overall and was the only Web-based brand to rank in the top 10 among youths. The study also broke down brands by different age groups. Nintendo Wii ranked highest in brand equity among youths 8-12. Among 13-17 year olds, Reese's Peanut Butter Cups took the top spot. For young adults ages 18-24, Google was highest in brand equity. Gatorade also finished fourth in this demo. The only brand to finish in the top 10 among all three age groups was Oreo. The Youth EquiTrend study was conducted online in August '10 in the U.S. among 5,077 youths in the 8-24 year-old range (Harris Interactive).

FAVORITE BRANDS AMONG YOUTH DEMOS
RANK
8-12 YEAR OLDS
13-17 YEAR OLDS
18-24 YEAR OLDS
1
Nintendo Wii
Reese's Peanut
Butter Cups
Google
2
Doritos
iPod
Facebook
3
Oreo
Google
iPod
4
M&Ms
M&Ms
Gatorade
5
Disney Channel
Oreo
Target
6
Nickelodeon
Subway
Subway
7
Nintendo DS
Hershey's Milk Chocolate
Apple
8
McDonald's
Target
iTunes
9
Toys R Us
Sprite
Reese's Peanut
Butter Cups
10
Microsoft
Microsoft
Oreo

 

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