October 14th, 2019, Kim Ho
The best discussed brands amongst Thais aged 18 to 34.
Facebook is the most positively talked about amongst millennials in Thailand for the third year in a row, new data from YouGov BrandIndex reveals.
The world’s most popular social media platform tops the latest YouGov rankings again, which consider the brand 18 to 34 year olds have discussed with friends in favourable terms.
Facebook leads with a score of 85.5. It isn’t the only digital brand on the list, it is followed closely by e-commerce platform Shopee in second place (83.3), and its competitor Lazada in fourth (81.5). Instant messaging app LINE comes in joint place in ninth (74.7).
The list is otherwise completed by brands from various industries. Convenience chain 7 Eleven comes in third (82.3), fast-food chain KFC in fifth (79.4), low-cost carrier AirAsia in sixth (76.6), instant noodle brand Mama in seventh (76.2), active wear brand Adidas in eighth (75.2) and snack-food brand Lays in joint ninth (74.7).
Ervin Ha, YouGov APAC’s Head of Data Products said: “For the third year running, Facebook is not only the preferred social media platform amongst young Thais, but also the brand they are most likely to speak favourably of. With a wide variety of social media apps present, word of mouth recommendations are sure to keep Facebook at the top.”
The rankings also show which brands have experienced the greatest uplift in the positive word of mouth over the past 12 months. Internet browser Firefox, tops the improvers list with its score increasing by +9.3 points. It appears ahead of Feather (+7.7), Estée Lauder (+6.9) and Google (6.7).
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).