Singapore millenials choose Mcdonald's as most favourable brand: study

Its viral marketing campaigns worked and cheap meals did the wonders.

McDonald’s is the most positively talked about brand amongst Singapore millennials, a study by market research firm YouGov found.

With a score of 77.4 in YouGov Brand Index’s Word of Mouth metric, McDonald’s bested homegrown ride-hailing firm Grab which garnered a score of 74.7.

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

Ha noted that the food chain’s Ramadan advertisement recorded over 1.1 million views on Youtube 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,” he explained.

Aside from McDonalds and Grab, social media platforms also graced the rankings with Facebook (69.7) in third, Instagram (69.5) in fifth and WhatsApp (65.9) in tenth. Other tech-related brands include Netflix which placed sixth (68.8), Apple iPhone (67.3) in seventh, and Carousell (67.3) which placed eighth.

Meanwhile, national carrier Singapore Airlines (SIA) made it to the ninth spot (66.3) whilst Japanese fashion store Uniqlo (69.7) secured a fourth place finish.

YouGov’s rankings are based on YouGov BrandIndex’s Word of Mouth metric where respondents report brands they discussed with friends or family both online, in-person, or through social media for a two-week span. They are then filtered by the age group for millennials which is from 18-34 year-olds.

Screen capture from McDonald's Ramadan commercial.

Reaching the people who run Asia's businesses is harder than it used to be.

Inboxes are crowded. Attention is short. The executives you most want to reach — the founders, CFOs, and operators who actually move budgets — are the hardest to find through the usual channels. If you're building a company, a category, or a reputation, you already know this.

We've spent twenty years building the room they read. Singapore Business Review is where senior decision makers in Singapore and across Southeast Asia come for business coverage they can't get elsewhere — in print, online, and in person at the summits and roundtables we host across seven markets.

If you have something these readers should know about — a point of view worth publishing, a product worth their attention, an event worth their time — we'd like to hear what you're trying to do.

Book a meeting

| Or download the media kit (PDF)

240,000 senior readers quarterly in print Top 1,700 Singapore companies reached

7 markets across Southeast Asia