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2018 Millennial WOM: UK

Top WOM Rankings
Rank Brand 2018 Score
1 Netflix 76.5
2 Spotify 72.9
3 Primark 71.2
4 Apple 70.7
5 Facebook 69.9
6 McDonald's 69.5
7 Playstation 69.2
8 iPhone 69.0
9 Airbnb 68.8
10 IKEA 67.5
Top WOM Improvers
Rank Brand 2018 2017 Change in Score
1 Vue 59.2 48.1 11.1
2 comparethemarket.com 40.0 31.4 8.6
3 Visa 39.0 30.5 8.5
4 Google Phone (Pixel) 46.0 39.1 6.9
5 Thorntons 43.7 37.1 6.6
6 Flake 34.7 28.1 6.6
7 Dolmio 32.3 26.0 6.4
8 National Lottery 44.4 38.3 6.1
9 Uncle Ben's 32.8 26.8 6.0
10 Grey Goose 50.1 44.2 5.8
Methodology: 

YouGov BrandIndex first screened all of its 1,350 brands for positive Buzz, which asks respondents "Have you heard anything positive about the brand in the last two weeks, through advertising, news, or word of mouth?" Brands with low response volume were eliminated. From those brands, they were then ranked on Word of Mouth scores, which asks respondents "Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?" All respondents for this research were adults 18 through 34 years old. Data was collected between September 1, 2016 and August 31, 2018.

2018 2018 Millennial WOM

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