Monday, 20 November 2017

Brands and Youth Consumers

iReach Insights Press Release   
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  • 49% of youths reported clothes as the number one item they most commonly purchased. 
  • 70% of youths follow a brand on social media.
  • Almost all (93%) listed price as the most important factor when deciding what brands to purchase.
  • Two-fifths commonly purchase goods from Amazon.
  • According to 72% of youths, the number one essential item that every teenager must have is a phone.
  • One-third (33%) reported follow clothing brands on social media.


We are constantly surrounded by brands, both in person and online, taking the form of advertising, celebrity endorsement, and social media, as well as many others. Intentionally or not, this impacts perception of the people and goods represented. Therefore, brands can influence consumers’ decisions to purchase one item over another, and companies must be aware of their brand and what it conveys. This is especially true amongst youths, many of whom are active on social media, one of the major tools companies can use to create and maintain their brand. 
In a recent survey, iReach Insights asked 16-24 year olds in Ireland about brands and the conditions which influence their decision to purchase goods. 
The survey questions were included in the Nationally Representative iReach Consumer Decisions Omnibus run between of 9th of November and the 16th of November and has a 3% Confidence Interval and 95% Confidence Level.


47% of these youths stated that their role model influences the brands they purchase or somewhat influences the brands they purchase. The most popular choice of role model is a parent or other family member at 35%. Nevertheless, 19% of respondents stated that a social media influencer such as a Blogger or Instagram personality acts as a role model for them, tied with a teacher.

The survey also shows that 70% follow a brand or personality on social media, with 37% following both. One-third (33%) specifically reported following clothing brands such as Nike, Oasis, or Cos. Nike, in particular, was reported by 19% of youths as their ultimate favourite brand. Other popular brands and personalities include social media personalities and Bloggers such as Lisa’s Lust List with 20% of youths following at least one and tech companies such as Apple and Google with a following of 13%.

In terms of the social media sites influencing youths, 49% state Instagram influences them and 47% say Facebook influences them. Interestingly Females (57%) are more influenced by Instagram than Males (31%). When it comes to Facebook, Males (62%) are much more interested than Females (40%).

We asked “When purchasing, what factors are most important to you when deciding what brands to purchase?” The majority of youths (93%) responded price. Although it was still the top factor for both genders, 12% more females stated price is one of the most important factors than males (97% compared to 85%). Additionally, 7 out of 10 youths reported quality as one of the most important factors and over half (56%) the appearance of the item. Factors which had less of an impact include whether the brand is worn by a celebrity or if it is worn by a social media influencer, although 7% of respondents did list whether the brand is worn by a social media influencer an important factor. None of the respondents listed whether the brand is worn by a celebrity, suggesting social media influencers have more of an effect on youths’ decision to purchase than celebrities.



In terms of purchasing goods, clothing is the number one item youths reported most commonly purchasing at 49%. Food followed next at 32%. When it comes to buying goods online, 4 in 10 reported using Amazon, while 30% listed Boohoo.com. Only 14% stated that they don’t online shop. 

With 72% of youths naming their phone as the number one essential item that every teenager must have, social media and the online world is becoming more and more integrated into everyday life. Therefore, its influence on brands and public perception cannot be ignored. 


For more information on these research findings please feel free to call iReach on 01-2143740 or email Oisin at oisin.byrne@ireachhq.com


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