Research: Teens Name Coke, McD's As Faves In New Study
Kenneth Hein and Eric Newman
Brandweek
April 7, 2008
Old school brands
still rule among teens, according to a new survey from
virtual online community Habbo.
From Coca-Cola to CoverGirl, many of the favorite brands
of today are the same as yesterday.
More than 7,700 U.S. teenagers (ages 11-18) were asked
to reveal their favorite brands in an online poll
conducted last October and November. The study was
organized among teens participating in Habbo.
Other veteran brands, like McDonald's, Nike, MTV and
Seventeen, also were tops. "These preferences definitely
show that investing in brands still matters," said
Anastasia Goodstein, founder of Ypulse.com, San
Francisco. "Does this mean teens aren't spending lots of
time with other lesser-known brands, especially when it
comes to media and technology? No. It just means that
these brands have succeeded in branding by being the
ones teens think of first and foremost when asked."
The pervasiveness of these brands helps place them top
of mind, according to experts. "When you consider Nike's
market share, at 40%, versus a player like Converse at
3% to 4%, it stands to reason why their presence among
teens would be so high," said John Shanley, a senior
analyst with Susquehanna Financial Group, New York.
Still, the fact that Nike has taken a page out of Vans'
book, "with substantial quantities of lifestyle footwear
in their product lineups," has helped Nike stay on top,
Shanley said. Vans placed second in the poll.
McDonald's also benefits from its size, said Richard
Adams, president of Franchise Equity Group, San Diego.
"It's about convenience."
Even though Burger King's ads may resonate with teens,
"if they aren't available, there is a McDonald's on
every street corner," said Adams. "That kind of
dominance gives a lot of presence in the marketplace."
Analysts have also pointed to the Snack Wrap and other
new items as being spot on with the wants of the younger
consumer. BK was No. 2.
For Coke this could be a sign of good things to come,
said Bill Sipper, senior partner at Cascadia Consulting,
a food and beverage consultancy based in Ramsey, N.J.
"Teens are into energy drinks, sports drinks and water,
but lets face it, people are drinking billions of liters
of Coke. Maybe this is a good opportunity for them to
reconnect with this consumer."
Some new brands also made the cut. Hollister secured the
top spot in the clothing category. "It is no secret it
is a more accessible version of Abercrombie & Fitch,"
said Marshal Cohen, analyst for the NPD Group, Port
Washington, N.Y. "Hollister is the new Americana for the
young and 'wannabe' young."
Hollister sales increased 11% to $531 million for the
most recent quarter, per its parent company,
Abercrombie, which placed No. 2. Hollister is expected
to open 67 new stores for 2008.
Instant messaging and e-mail tied as the top forms of
Internet usage. Listening to music and gaming were
teens' favorite pastimes and rap/hip hop was their
favorite music genre.
Casual gaming has spread in popularity with Runescape
tapped as the favorite game. Addicting Games ranking
only behind MySpace and YouTube as the most popular Web
site.