Millennials & Gen Z’s 10 Favorite Tech Brands

Tech brands top the list of brands that young consumers think are most innovative, and the kinds of brands they say they’re loyal to—but which tech brand is their favorite? We asked 1000 13-34-year-olds to tell us…

When we explored the brand loyalty of young consumers in our recent trend Loyal-ish, we found that overall, young consumers are more likely to say that they “have a brand they prefer but don’t mind using other brands” than that “they have one brand they like and will always use”—except when it comes to technology. Almost half of 13-34-year-olds told us that they will always use the brand of smartphone that they already like, and only 13% told us that the brand of their smartphone doesn’t matter to them—far lower than categories like personal care products, food/beverages, and clothing/accessories.

As we’ve said before, their dedication to their tech brands is likely a result of just how embedded their devices are in their lives. Tech addiction is a very real thing, and unsurprisingly, young consumers struggle most. GfK’s global study shows that a third of internet users find it difficult to disconnect, jumping to 44% for 15-19-year-olds, followed closely by those 20-39-years-old. Because of their attachment to tech, we’re always looking at their feelings about devices and screens, from the tech Millennials think is the coolest on the market to their tech shopping habits. But what are their favorite tech brands? In our recent monthly survey of Millennials and Gen Z, we asked 1000 13-34-year-olds to tell us, “What is your favorite technology brand?”* to find out. Here are the top 10 responses:

*This was an open-end response question to allow us to capture the full range of tech brands that Millennials and Gen Z like most—without our preconceived ideas shaping their…

 
 

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The Newsfeed

“Art is basically my job and I enjoy it so much.”—Female, 15, MD

Snap is making its “biggest move” in scripted original content, teaming up with NBCUniversal and the Duplass brothers for their next series. The Duplass-owned creative studio Donut will produce original series for Snap shot in vertical video. NBCU and Snap will also be opening a joint digital content studio focused completely on mobile-first entertainment, “formaliz[ing] their partnership” and putting Snap firmly in the producing/original content creation camp. Snap’s mobile-only approach is part of a movement to shake up how we view videos—in fact, they’re calling their offering “a fundamentally new medium.” (THRTechCrunch)

Eggo frozen waffles are capitalizing on their unexpected Stranger Things’ fame. The brand has seized the marketing opportunity of being a part of one of Millennials & Gen Z’s favorite shows, tying themselves into Netflix’s Super Bowl ad, creating a special toaster for select fans, and swarming New York Comic Con with people dressed up like Eleven armed with “watch party kits” (aka “waffles and a microwavable syrup server”). To prep for the premiere of season two of the show, Eggo is sending out a fully-loaded food truck for the red carpet premiere, and going all out on social media to connect with fans. (MediaPost)

More teens than ever have severe anxiety, but why? The American College Health Association found a 12% increase in undergrads reporting “overwhelming anxiety” from 2011 to 2016, and several studies concur that “there’s just been a steady increase of severely anxious students.” Social media is part of the problem—constant like-monitoring and cyber bullying isn’t helping the most stressed generation to date. There’s also an increasing (and constant) perceived need to over-achieve. One psychology professor observes, “There’s always one more activity, one more A.P. class, one more thing to do in order to get into a top college.” (NYTimes)

Ypulse research has shown that 88% of Millennial parents are trying to avoid helicopter parenting—but they might not be able to help it. The constant media storm of global atrocities and everyday stories of parenting gone wrong combined with advertisers’ willingness to fear-monger, results in a generation of (understandably) anxious parents. It doesn’t help that the tech to constantly monitor kids is easily available (albeit pricey)—from drone surveillance meant for the military to devices that track “blood-oxygen levels all night long.” One relationship therapist sums up, “Everyone is having a hard time drawing a line and just figuring out what’s reasonable versus what’s over-protective.” (Refinery29)

Brands are turning college students into mini-sales forces. Aerie, Victoria’s Secret Pink, and Express are just a few of the many brands that have a program for college campus reps where students receive swag, experience, and other perks for helping bring brand awareness to their colleges. Though brands don’t always require social posts, most ambassadors do share their swag on social, bringing organic ads to their friends’ feeds. The biggest draw is that social posts from reps “[come] across as natural, authentic, a product that they would normally use or want to talk about.” (Racked)

“[Celebrity] can mean anything nowadays and it's a rather diluted term; from YouTube star, to someone on Instagram with millions of followers, to reality TV dopes, etc.”—Male, 30, WI

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