Brand loyalty amongst millennials 2011

This graph shows brand loyalty amongst millennials in 2011. The survey revealed that 52 percent of the respondents living in the United States feel it is important to stay loyal to a brand.

Millennials: It is important for me to find brands that I'm loyal to

Characteristic	Disagree	Neither	Agree
Worldwide	13%	29%	58%
Prosumers*	13%	18%	69%
Mainstream	13%	31%	56%
United States	18%	30%	52%
United Kingdom	17%	36%	47%
France	15%	33%	52%
China	6%	25%	68%
India	9%	21%	71%

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Release date

April 2011

More information

Region

Worldwide

Survey time period

2010

Number of respondents

n = 500

Age group

18-25 years

Supplementary notes

* Prosumers are today's leading influencers and market drivers. The proactive and informed consumers have always been important, but they have grown even more powerful thanks to their skillful embrace of new technologies and, especially, social media. Prosumers are important because, beyond their own economic impact, they influence the brand choices and consumption behaviors of others. Simply put, what Prosumers are doing today, mainstream consumers are likely to be doing six to 18 months from now.

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