2019 NextGen WOM

2019 NextGen WOM: UK

Top WOM Rankings
Rank Brand 2019 Score
1 Netflix 80.2
2 Airbnb 72.9
3 McDonald's 72.5
4 Instagram 72.4
5 Monzo 71.9
6 Apple 71.7
7 Apple iPhone 71.5
8 Spotify 70.5
9 IKEA 70.2
10 Primark 69.0
Top WOM Improvers
Rank Brand 2019 2018 Change in Score
1 Amazon Prime Video 65.9 55.5 10.4
2 Häagen-Dazs 48.4 40.9 7.5
3 Premier Inn 53.6 47.4 6.2
4 Marmite 63.0 57.0 6.0
5 Adidas 57.9 51.9 6.0
6 Vans 57.1 51.3 5.9
7 Dyson 50.8 45.0 5.8
8 Instagram 72.4 66.6 5.8
9 Iceland 47.6 41.9 5.7
10 BBC One 44.4 38.9 5.5
Methodology: 

YouGov BrandIndex first screened all of its 1,500 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. The NextGen Rankings chart shows the brands with the highest average scores between September 1, 2018 and August 31, 2019. The NextGen Improvers chart ranks the brands with the highest increase, comparing scores from the previous 12-month period. All brands have been tracked for at least 6 months to be included in the rankings, and have been tracked for at least 6 months in the prior year’s period (as well as being currently tracked) to appear in the Improvers table.

2019 NextGen WOM

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