Bangkok Post

Facebook tops brands that give Thai millennials buzz

KFC and 7-Eleven among the other buzzworthy brands for millennials, described as one of the largest and most technologically savvy generations ever

PUBLISHED : Thursday, 12 October, 2017, 3:38pm
UPDATED : Thursday, 12 October, 2017, 3:40pm

Facebook, 7-Eleven and Lazada top the 10 best perceived brands among millennials in Thailand, according to a YouGov BrandIndex survey.

The three brands achieved the highest word-of-mouth scores in the survey, a notch above Line and KFC, which rank fourth and fifth respectively.

The ranking is dominated by fashion retail brands, with three out of the top 10 coming from this industry. However, social media and e-commerce brands are also popular with the younger cohort, with Facebook ranked first and Line ranked fourth.

“Millennials, those born between 1980 and 1999, are one of the largest and most technologically savvy generations ever. Marketing to this demographic is a priority for established and emerging brands alike,” said Ervin Ha, head of data products at YouGov Asia-Pacific.

For the poll, YouGov BrandIndex first screened all of its 1,500 brands for positive buzz by asking respondents if they had “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. The remaining brands were ranked on word-of-mouth scores, by asking respondents which of those they had “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.

YouGov BrandIndex interviewed over 2.5 million respondents over a year who were drawn from YouGov’s online panels of 5 million consumers across 31 countries.

In addition to YouGov BrandIndex, YouGov also offers YouGov Profiles, a planning and segmentation tool, and YouGov Omnibus, a service that aims to answer research questions from both national and selected samples.

Read the original article at Bangkok Post