The best discussed brands amongst Singaporeans aged 18 to 34.
Grab is the most positively talked about brand amongst millennials, new data from YouGov BrandIndex reveals.
The ride-hailing app tops the latest YouGov’s rankings, which consider the brand 18 to 34 year olds have discussed with friends in favourable terms.
Grab leads with a score of (76.7), but it is not the only ride-hailing app on the list. New entrant to the market and competitor Go-Jek comes in third place with a score of (73.9). Last year’s most discussed brand McDonald’s falls to second place (75.5) this year. Social media platforms have a strong presence in the top ten. Facebook comes in sixth (68.3), Instagram in seventh (68.3) and WhatsApp in eighth (68.0). Other digitally-focused brands also do well with SVOD service Netflix in fifth (71.6) and Apple iPhone 64.8) in tenth.
The top ten is rounded out by Japanese fashion store Uniqlo in fifth place (69.8) and national carrier Singapore Airlines in ninth (65.7).
Ervin Ha, YouGov’s APAC Head of Data Products commented: “Through its clever marketing campaigns and clean user interface, Grab is clearly popular among younger Singaporeans. Even with the emergence of a fierce competitor, it has managed to harness the power of word of mouth recommendations and come up on top.”
The rankings also show which brands have experienced the greatest uplift in the positive word of mouth over the past 12 months. Huawei, the world’s second largest smartphone manufacturer, tops the improvers list for the second year running with its score increasing by +7.7 points. It appears ahead of Xiaomi (+7.0), Changi Airport (+5.9) and ION Orchard (+4.4).
The NextGen Rankings use ‘WOM by positive Buzz’ scores from BrandIndex among 18-34 year-olds. Respondents are asked whether they have heard anything positive about a brand in the last two weeks, through advertising, news, or word of mouth, and brands with low response volume are eliminated. The remaining brands are ranked on Word of Mouth scores, which look at whether respondents talked about the brands with friends and family in the past two weeks (whether in person, online, or through social media).