In Focus
RESEARCH | Staff Reporter, Singapore

McDonald's is the most positively talked about brand amongst Singapore's millennials, study reveals

The chain is the only fast food brand on the list along with tech brands such as Facebook, Instagram and Netflix.

McDonald’s is hailed as the most positively talked about brand among millennials aged 18-34 years old in Singapore for the past 52 weeks ending last August 31.

According to the market research and data analytics firm YouGov, the fast food chain has the highest score of 77.4 followed by Grab with a score of 74.7 and Facebook with 69.7.

“McDonald’s continues to be extremely popular with younger Singaporeans, with their affordable meals and viral marketing campaigns,” Ervin Ha, YouGov’s Asia Pacific head of data products, said.

“It’s Ramadan advertisement racked up over 1.1m views on YouTube alone, and was even picked up by Buzzfeed. By harnessing the power of word of mouth recommendations, McDonald’s is a clear leader amongst Singaporean millennials.”

YouGov also mentioned other brands that have the greatest growth in terms of positive word of mouth.

Texas Fried Chicken came second after Huawei with the score of 45.3 compared to last year’s 38.6. Long John Silver’s with 45.8 from 40.1 last 2016.

(Photo credit: McDonald's Singapore)

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