updated 01:25 pm EDT, Mon October 8, 2007
Apple tops brand survey
Apple is enjoying the top spot amongst college students between the ages of 18-24, according to Anderson Analytics' third annual fall brand survey of college students. Some 17 percent of those students ranked Apple as the no. 2 overall best brand, and rated Apple's iPhone and new iPod versions as the no. 1 and no. 2 most anticipated products, according to AdAge.com. Surveyed pupils also say iPods and Apple products in general rank no. 1 and no. 2 in product recommendations, while Apple's TV commercials ranked as the sixth most popular. The college group is one of the smallest demographically in the U.S. with around 18 million projected by the U.S. Census this year, but it is also one of the most influential, according to the survey.
"They have huge impact on what their parents buy, and then they have their own money, more than any other generation before them, and of course they are the consumers of tomorrow," said Tom Anderson, managing partner of Anderson Analytics. "In America, everyone wants to be younger, so we look to younger people. We think they're happier than us and we want to be like them, resulting in a younger-targeted marketing message," Anderson added.
Interestingly, Apple TV ads were among the most loved and hated. Geiko led the way in TV ads, ranking no. 1 on both the best and worst list of commercials with 25 percent ranking them good and 26 percent ranking the ads poorly.