E-Commerce and Indomie at the tip of Indonesian millennial tongues

E-Commerce and Indomie at the tip of Indonesian millennial tongues
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The best discussed brands amongst Indonesians aged 18 to 34.

Indomie is the most positively talked about brand amongst millennials, new data from YouGov BrandIndex reveals.

Indonesia’s most famous instant noodle tops the latest YouGov rankings, which considers the brands 18-to-34 year-olds have discussed with their friends in favourable terms.

As the only packaged foods brand in the top ten, Indomie leads with a score of 79.0. It is followed by social media platforms Instagram (77.3) in second and Facebook (74.8) in forth. Digitally-focused brands have a strong presence in the top ten with e-commerce platform Shopee (76.1) in third place, electronics manufacturer Samsung (74.6) in fifth, Xiaomi (73.1) in sixth, and video-streaming platform YouTube (72.6) in seventh.

The top ten is completed with national airlines Garuda Indonesia (72.0) in eighth, quick service restaurant KFC (71.0) in ninth, and hotel booking website Airy Rooms (70.3) in tenth.

Ervin Ha, YouGov’s Head of Data Products said: “Indomie has won over the hearts of younger Indonesians, with its’ unique flavours and wide-availability at warungs across the archipelago. As the only packaged foods brand in the top ten, Indomie has successfully positioned itself at the tip of Indonesian youth’s tongues”.

The rankings also show which brands have experienced greatest uplift in positive word of mouth over the past 12 months among millennials. Apple (iPhone / iPad) tops the improvers list with its score increasing by +16.5. It appears ahead of Volvo (+10.9), Korean Air (+8.4) and Plaza Senayan (+8.2).

YouGov’s rankings are based upon YouGov BrandIndex’s Word of Mouth metric, which measures whether a respondent has discussed a brand with friends or family (whether in-person, online, or through social media) in the past two weeks. They are then filtered by positive Buzz - to sift out those who talk well of a brand from those who don’t – and age, so that only 18-34 year-olds’ views are measured.