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

“I believe in a higher being, whether it takes the form of a god or it's more abstract like the universe.”—Female, 21, FL

An avocado-inspired chocolate is selling out fast, and Millennials’ obsession with avo is getting the credit—lest we forget the lattes and the proposals of the past. Waitrose’s gimmicky treat has a dark chocolate shell, a dyed green white chocolate interior and small chocolate “stone” sprinkled with cocoa for the center. The play on a traditional Easter egg chocolate is Waitrose’s best-selling product in its 114-year-history, selling out repeatedly since its recent launch. (The Independent)

Vacation companies that confiscate travelers’ smartphones are selling out their trips. The Wanderlust Generation isn’t just looking to travel, they’re looking to unplug—in spite of their penchant for picture-worthy excursions. All of Off the Grid’s phoneless itineraries sold out and more are being added for 2018. Yoga retreats and hotels are offering device-free options as well, with one hotel offering iPhone cases to anyone who makes it 24 hours with just a “dumb phone” replacement. (NYP)

Kids can’t get enough of Roblox, and the platform just went “cash-flow positive.” ComScore found that children under-13-years-old spend more time on Roblox than on YouTube, Netflix, or any other similar platform. For teens, the game came in second, behind YouTube. The gaming sensation lets kids create and interact in digital worlds, build their online friendships, and make money—if they’re a “top creator.” (TechCrunch)

Unboxing is getting an augmented spin for Nike’s next sneaker drop. The Millennial and Gen Z-favorite brand has created a link that leads to “a virtual box” containing the new shoes. Users can access the box via any platform and then open the box and use their cursor or finger to check out the Deerupt shoes from “all angles.” Nike also recently let sneaker heads virtually run across the world in their Nike React shoes via in-store treadmills. (GlossyMobile Marketer)

YouTube Red is headed to the box office for the first time with their original movie, Vulture Club, starring Susan Sarandon. In the past, they’ve premiered content on their premium service and in limited releases, but rumor has it this will be their first big bet on a full theatrical release. Everyone from Amazon to Hulu is upping their original content to compete in the streaming wars, and though YouTube has all eyes on their free platform—their paid service is lagging behind the competition. (IndieWireThe Verge)

“I’ve been using Apple products for years. Although Samsung technology is probably better, I am so used to Apple that I would probably not switch.”—Female, 18, PA

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