Apple, Playstation and YouTube Rated as the Coolest Brands by British kids

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Apple, Playstation, Xbox and YouTube are rated as some of the 'supercoolest' brands by Britain's 8 to 14 year olds in a survey carried out by specialist kids and family research company, The Pineapple Lounge.

All the supercool brands have one thing in common - they offer kids a social experience either directly through the product or through the peer to peer social experience.

Apple, Playstation and YouTube rated as the coolest brands by British kids
London. July 18, 2012.

Apple, Playstation, Xbox and YouTube are rated as some of the ‘supercoolest’ brands by Britain’s 8 to 14 year olds in a survey carried out by specialist kids and family research company, The Pineapple Lounge, part of leading consumer research agency, Firefish. Tech, games and entertainment brands dominate the top 20 cool brands for this age group with Blackberry, Moshi Monsters, Lego and CBBC amongst the top 20. However, sports wear brands like Nike and Adidas also feature as do food and drinks with McDonald’s, Coca-Cola and Cadbury.
Defined as ‘Generation D’ by The Pineapple Lounge, this is a unique generation that has never known life without the internet, has little experience of the concept of appointment to view and is bombarded by multimedia images. The Pineapple Lounge set out to discover what drives this generation’s sense of cool and to ultimately develop a formula for coolness.

“Lots of brands are cool but we wanted to know what pushes brands that little bit further into super cool territory,” says Emma Worrollo, founder of The Pineapple Lounge. “All the brands have one thing in common – they offer kids a social experience either directly through the product or through the peer to peer social experience the brand offers.”

Worrollo and her team identified a number of key drivers that make a brand supercool, the most significant of which is neat, sleek designs. “Generation D are used to interacting with touch screens, digital interfaces and innovative gaming consoles. As a result, their expectations about the way things look are high and their eye for design is far more attuned than previous generations. If a brand has neat, sleek design it is more than twice as likely to be rated as a supercool brand,” says Worrollo.

Standing out from the crowd is also an important driver of cool to Generation D as is the ability of brands to evolve and offer new things all the time. Humour is also a powerful tool that can boost a brand’s cool rating – a brand that make young consumers laugh is 60 percent more likely to be rated as a supercool brand.

Worrollo says that understanding perceptions of coolness among this group is not just significant for brands competing for their attention now, “it’s also indicative of how young people are learning to consume and is shaping thinking about the types of adult consumers they will grow up to be.”

The top 20 cool brands based on a previous piece of spontaneous recall research.

1. Apple    
2. Playstation 3    
3. Xbox 360    
4. YouTube    
5. Blackberry    
6. Wii
7. htc        
8. Nike    
9. Moshi Monsters
10. Lego
11. adidas
12. facebook
13. Coca-Cola
14. McDonald’s
15. Google
16. Cadbury
17. Disney
18. Nickelodeon
19. cbbc
20. Cartoon Network

For more information contact: Jocelyn Senior, Keen as Mustard Marketing, jocelyn(at)mustardmarketing(dot)com or on 07967 098567

Notes for editors

•The research was carried out with a nationally representative sample of over 2000 8-14 year olds across the UK. It incorporated two phases of qualitative research and two phases of quantitative research as well as interviews with cool influencers.
•The Pineapple Lounge specialises in ‘next generation intelligence’ carrying out research projects focused on children and families. We are part of Firefish, the largest independent qualitative research company in the UK. We provide the very best research and insight to some of the most successful and influential companies across the world.

http://www.thepineapplelounge.com

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Jocelyn Senior

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