MTV Networks: Quality, not coolness, attracts youth to brands

Young adults value a brand's quality over its coolness, according to new research by MTV Networks.

by Helen Leggatt

Marketing a brand as "cool" doesn't necessarily cut the mustard with the youth of today, found MTV Networks' "A Beta Life Youth" survey which analyzed how young people use television, the Internet and other platforms to inform themselves about particular products and brands before making purchases.

It seems young adults across the globe have a rather more mature and practical approach to choosing brands. "Good quality" was cited by 81% as being a consideration for selecting a desirable brand, followed by trustworthiness (63%), "works well" (56%) and "good for a long time" (51%).

Bottom of the list of considerations were authenticity (38%), "cool image" (40%) and popularity (41%).

The survey, which involved young adults from the USA, UK, Japan, Germany and India, found that the majority now turn to the Internet to research products before making a purchase. Indian youths were the most likely to do so (87%) followed by German (80%), British (63%), Japanese (60%) and American (58%).

Nearly three-quarters (71%) agreed that the Internet makes choosing a brand easier and that blogs, review sites and social networking sites are increasingly important in affecting brand decisions.