Millennials’ Favorite Brands (and More) of 2017

Do you know Millennials’ favorite clothing, fast food, tech, alcoholic beverage, or retail brand? We do, and more…

Over the course of 2017, we survey 18-35-year-olds on a huge range of topics—covering everything from tech to beauty. Ypulse’s monthly surveys (available in full to our Gold subscribers) keep tabs on the generation’s behaviors and preferences—including their favorite brands and people. This year, we asked them all about which companies have caught their attention, what brands they want to buy, who they rank as their top celebrities, and more. Here’s your exclusive look at the list of who won out with Millennials in 2017:

Favorite Clothing Brand: Old Navy

While Nike made the top of the overall favorite clothing brand among 13-34-year-olds, when we looked at just 18-34-year-olds, Old Navy was the most mentioned brand. Affordability, style, and quality for the cost were the most common reason that respondents named the brand. A 27-year-old-female summed it up: "The clothes are in a good price point, lots of variety and on trend." Females were the ones who fueled Old Navy’s popularity among Millennials—males were far more likely to say Nike was their favorite.

Favorite Tech Brand: Apple

Their hold over young consumers is still going strong. Not only was Apple by far Millennials’ most named favorite tech brand, iPhone was the second most named coolest tech product right now—second only to VR. One 25-year-old male told us, “Apple is an innovative and forward-thinking technology brand,” and a 32-year-old female explained, “Apple is my favorite brand because they set the trend for other brands to follow.” But interestingly, there are some hints that Apple is maintaining their spot as Millennials’ top tech brand because the brand is already so embedded in young consumers’…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

Quote of the Day: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

Which brands had the most YouTube subscribers in 2018? In media, Warner Bros. topped the list with 6.4 million subscribers, followed by BBC and ESPN. Apple beat out last year’s winner for tech PlayStation, while Red Bull and Ford remained the reigning champs of food and beverage and automotive, respectively. Finally, Nike was first place in the clothing category for the second year running, with 30,000 more subscribers than their closest competitor, Adidas. (Tubefilter)

A “Little League for esports” is fostering future esports stars—and fans for life. Super League Gaming is bringing some much-needed organization to youth competitive gaming, building teams of young Minecraft, League of Legends, and Clash Royal players, helping them train and compete. But the program isn’t just for the next Ninja; just like traditional sports, kids get a sense of community among like-minded friends. (AP News)

Nielsen reports that Millennials actually consume less media than older demos, but more of it is digital. While the average adult consumes over ten hours of content a day, 18-34-year-olds spend less than eight hours with media. And the heaviest smartphone users are 35-49-year-olds, who spend 20 minutes more each day on average with their phones than Millennials. However, the younger demo does spend 44% of their media time with digital devices, more than older demos that spend more time with TV as they age up. (THR)

Vitaminwater is wagering $100,000 that you can’t give up your smartphone for a year. Contestants have to disconnect from internet-enabled devices where “texting is a pleasant experience” for 365 days and post a pic to Twitter or Instagram explaining why they need the digital detox. And when the year’s up, they have to prove it. Considering that 65% of 13-36-year-olds told Ypulse they would be unable to unplug from their smartphones for a week, earning that $100,000 may be harder than they know. (Fortune)

Hard seltzer revenue skyrocketed over 400% over the past 18 months. White Claw leads the way for the category with top-of-the-results organic search (they’re the number one Google result for “hard seltzer”) and a social media presence that focuses on health and wellness-related imagery. Sparkling water is already one of Millennials’ favorite things to drink, and its hard version could rise through the ranks of their top alcoholic beverages. (Gartner)

Quote of the Day: “People call [video game culture] nerdy but I see nerdy as a positive connotation.”—Female, 28, MA

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies