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2018 Millennial WOM: US

Top WOM Rankings
Rank Brand 2018 Score
1 Netflix 75.6
2 Facebook 75.1
3 Walmart 73.6
4 iPhone 71.1
5 Instagram 69.0
6 YouTube 68.9
7 Snapchat 68.8
8 Victoria's Secret 66.8
9 McDonald's 66.8
10 Chick-fil-A 66.8
Top WOM Improvers
Rank Brand 2018 2017 Change in Score
1 Dunkin' Donuts 59.7 53.7 6.0
2 Dove 50.6 44.6 5.9
3 Dollar Tree 59.4 53.9 5.5
4 XBox 58.1 53.0 5.0
5 iPhone 71.1 66.1 5.0
6 GameStop 59.0 54.4 4.7
7 Vans 58.5 54.2 4.3
8 Doritos 63.8 59.6 4.1
9 IHOP 57.7 53.6 4.1
10 Chick-fil-A 66.8 62.7 4.1
Methodology: 

YouGov BrandIndex first screened all of its 1,630 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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