Amazon voted number one retail brand for youth in the UK in new Voxburner survey

Amazon has been voted the number one retail brand in the Youth 100, the UK’s most loved brands according to 18-24s, beating other retail giants eBay, IKEA and Primark. The report is the brainchild of youth-insights group, Voxburner.

Youth 100 movers and shakers

This year‘s top 100 saw YouTube scoop the top spot overall for the second year running. In retail, online shopping saw a rise in popularity with Amazon remaining in the lead for the category and second overall, and eBay as a new entry at 12. Amazon also nabbed the retail category lead place from last year’s winner H&M.

IKEA dropped 36 places, although still made it into the top 10 for the retail category, whilst Argos jumped up 87 spots making it to number 50 overall.

ASOS was a new entry at number 89, and Topshop jumped 84 places to come in at 82. Primark also gained ground and moved up 52 places, however TK Maxx, New Look and River Island dropped 65, 47 and 51 places respectively.

 Luke Mitchell, Head of Insight, Voxburner said, “This year’s results provide a fascinating view of what it takes to be a successful youth brand in 2013. The top performing brands can usually meet three criteria: they make a young person’s life easier; they make life more fun; or they save young people money while not compromising quality.”

State of the Youth Nation

Youth communications agency Thinkhouse joined forces with the Youth 100 this year to run tandem research and lift the lid on why certain brands appeal and are more relevant than others.

When asked what makes a brand appealing, more than a third cited ‘a brand they can relate to’ in what makes it appealing, closely behind 55% citing ‘value for money’. Compelling content connects brands with youth audiences; 56% agreed they want brands’ marketing activities to ‘entertain me’. An significant 42% said ‘predictable, boring content’ was what annoyed them most about brands.


A brand needs a credible social presence to be relevant to young consumers; nearly 75% of young people surveyed spend more time on social media than with lecturers or parents – another 38% said they check in every few hours.

A quarter of respondents follow more than 10 brands on Facebook, and half of respondents interact with their favourite brands 2-3 times a week.

Facebook also came out as the top platform for social brand interaction at 74%, with a further three quarters of respondents recommending brands they follow on social to friends. 54% said they had purchased something they saw on social media.


Mobile is key; with 42% of youth audiences browsing the web via their smartphone, almost as many as on laptops (46%) – tablets are yet to make an impact with this demographic (8%). More than two thirds (68%) of young people would leave a site that wasn’t mobile friendly.

Brands to work for

UK youth see Apple as the company they’d like to work for most, with Google and TopShop coming in second and third respectively.

Emily Cramp, managing director of Thinkhouse, said: “Young people do feel there’s a role for brands in their lives. It’s no surprise that value is a driver for this audience. The lesson for brands is we’ve moved beyond being simply ‘on’ social and digital. Strategies that integrate next generation content and create compelling reasons for youth audiences to interact and engage with brands online, on mobile and throughout their daily touchpoints is what makes them relevant.”