Facebook fails to make most popular 50 brands voted for by UK’s under 30s after Cambridge Analytica scandal – as Netflix, Amazon and YouTube top list
- A survey of 1,000 under-30s was conducted by youth creative agency ZAK
- It found the social media giant had slumped in popularity among youngsters
- Cambridge Analytica said to have harvested data to sway voters to back Brexit
Facebook has failed to feature in a list of brands popular with under 30s as Netflix, Amazon and YouTube top the list.
The news comes in the wake of an investigation into Cambridge Analytica which is said to have plundered Facebook data to sway voters to back Brexit and Donald Trump.
The social media giant, which has more than 2.2bn active users worldwide, has slumped in popularity with the under-30s – now not featuring in a list of top 50 brands voted for by youngsters.
The social media giant, which has more than 2.2bn active users worldwide, is no longer popular with the young – according to youth creative agency ZAK
A survey of 1,000 under-30s conducted by youth creative agency ZAK found that the top brand was Netflix, followed by Amazon and YouTube.
The 50th top brand was Chinese smartphone maker OnePlus, which got a measly 0.4 per cent of the vote – but still trumped Facebook, which wasn’t even listed.
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Matt Bennett, chief creative officer of ZAK, said: ‘It’s no surprise Facebook isn’t in the top 50 amongst the likes of Instagram and YouTube, the platform lost its relevance for under 30s for many reasons.
‘Primarily, they use it to keep up with cross generational groups, family, work colleagues, etc, and after a chequered year and an algorithm change this is increasingly Facebooks own direction to rebuild trust in their platform.
‘So by definition content on there isn’t something under 30s feel is tightly targeted to them.
‘Messenger gets a poor image by association and has too much competition so they’re finding increasingly tough to retain younger users too.
‘Where our groups are hanging out is closed social platforms such as WhatsApp, platforms that are more interest specific such as Twitch and obviously the big two for social media are Instagram and Snapchat who are adding fun and functionality all the time.’
Top 50 brands most important to young people across the UK
1 – Netflix – 23.9 per cent
2 – Amazon -19.1 per cent
3 – YouTube -17.3 per cent
4 – Apple -14.1 per cent
5 – Google -12.9 per cent
6 – Primark -12.5 per cent
7 – Instagram -12.4 per cent
8 – Nike -9.7 per cent
9 – ASOS – 9.4 per cent
10 – Spotify -8.9 per cent
11 – Dominos -8.2 per cent
12 – BBC -7.7 per cent
13 – Adidas -7.5 per cent
14 – Nandos -7.3 per cent
15 – IKEA -7.2 per cent
16 – Lush -6.4 per cent
17 – PlayStation -6.3 per cent
18 – Superdrug -5.5 per cent
19 – Zara -4.7 per cent
20 – Starbucks -3.5 per cent
21 – Wagamama -3.4 per cent
22 – Calvin Klein -3.2 per cent
23 – Topshop -3.1 per cent
24 – TripAdvisor -3.1 per cent
25 – MAC – 2.9 per cent
26 – BrewDog – 2.8 per cent
27 – Smirnoff – 2.6 per cent
28 – JD Sports – 2.5 per cent
29 -Airbnb – 2.1 per cent
30 – Nyx Cosmetics – 2 per cent
31 – Charlotte Tilbury – 2 per cent
32 – Missguided -2 per cent
33 – Jägermeister -1.9 per cent
34 – Strongbow – 1.9 per cent
35 -Now TV – 1.8 per cent
36 – Tommy Hilfiger – 1.8 per cent
37 – New Balance -1.6 per cent
38 – GoPro -1.5 per cent
39 – Uber -1.5 per cent
40 – TUI -1.5 per cent
41 – Monster Energy -1.5 per cent
42 – Rimmel -1.4 per cent
43 – Patagonia -1.3 per cent
44 – GymShark -1.3 per cent
45 – Time Out – 1.1 per cent
46 – Bacardi – 1.1 per cent
47 – Balenciaga – 1 per cent
48 – Huda Beauty – 0.9 per cent
49 – Supreme – 0.7 per cent
50 – OnePlus – 0.4 per cent
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