A New Look at Millennials’ Favorite Brands Shows a Few Surprises Climbing the List

It’s probably no surprise that millennial consumers tend to spend their time and money with big digital brands. After all, many in this age cohort (now somewhere between 18 and 29 years old) were hitting their teens right around the time that today’s online Goliaths were grabbing their first market share. So it follows that the results of a new study of brands favored by Gen-Y consumers, released today, is chock full of familiar names.

YouGov BrandIndex, a public-perception research firm that interviews over 1.5 million consumers yearly, just unveiled the results of its latest survey, which ranks the brands that notched the biggest gains in making millennial consumers into current customers. As one might expect, the ranking of 20 companies is heavy with digital heavy hitters like like Twitter, Snapchat and Airbnb. Each brand’s customer score is the percentage of U.S. millennials who are current customers of that particular brand. Current customer means they bought the product or visited the web site within the past 30 days.

Even so, dismissing this list as yet another confirmation of tired assumptions about millennial tastes would be a mistake: Lurking between and among the usual suspects on this ranking are a few genuine surprises. And foremost among them is right at the top.

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