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Consumer favorites ranked by overall preference of adults 18-34

Fast-food restaurants
Rank
U.S. (%)
Adults 18-34
Men 18-24
Men 25-34
Women 18-24
Women 25-34
1 McDonald's
49.7
61.7
59.8
58.6
63.7
64.8
2 Burger King
31.0
37.5
41.4
36.6
37.7
35.4
3 Wendy's
28.9
34.8
37.3
33.5
35.4
33.7
4 Subway
28.5
34.3
35.9
33.1
36.6
32.6
5 Taco Bell
25.1
33.8
35.9
32.4
35.3
32.7
 
Department stores
1 Wal-Mart
75.1
78.3
75.0
75.4
82.8
80.6
2 Target
51.9
57.6
47.3
52.1
62.9
67.4
3 JCPenney
38.2
36.6
30.8
29.0
46.2
42.1
4 Sears
38.8
36.6
35.1
37.0
35.3
38.2
5 Kmart
37.3
36.2
33.3
33.7
38.8
39.0
 
Domestic beer
1 Bud Light
14.1
19.6
23.5
23.5
17.4
14.3
2 Budweiser
8.6
11.2
15.6
14.9
8.7
5.8
3 Coors Light
8.1
9.1
11.0
12.3
6.1
6.5
4 Miller Lite
7.6
8.9
10.1
11.5
7.5
6.3
5 Microbrew
4.1
5.3
5.8
8.3
3.0
3.6
 
Juice/flavored water
1 Aquafina
20.5
26.0
24.1
23.2
31.7
26.1
2 Dasani
14.3
18.5
17.2
15.2
24.4
18.7
3 Minute Maid
15.6
18.0
19.7
16.5
19.9
16.6
4 Tropicana
17.2
17.4
18.8
17.1
18.0
16.2
5 Other
9.3
10.6
11.0
9.0
12.4
10.5
 
Make of vehicle owned or leased
1 Ford
29.3
30.4
31.3
30.9
29.2
30.0
2 Chevrolet
24.6
25.7
28.7
27.0
25.1
22.7
3 Toyota
13.6
13.7
13.1
13.5
14.4
13.8
4 Dodge
12.9
13.6
15.7
13.7
12.6
12.6
5 Honda
10.3
12.3
11.0
13.2
13.2
11.6
 
Wireless/cell phone carriers currently used
1 Cingular Wireless
19.9
19.5
19.4
18.6
19.6
20.6
2 Verizon Wireless
18.0
16.9
14.7
17.1
17.3
18.0
3 Sprint PCS
6.9
9.2
8.7
9.0
9.3
9.7
4 T-Mobile
6.3
8.0
7.0
8.1
9.0
8.1
5 Nextel
4.1
5.2
4.7
6.2
4.3
5.3

Source: Scarborough Research

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