Nike and Adidas became the favorite brands of Russian “zoomers” – study

It turned out that 9% of “zoomers” prefer Nike, another 7% prefer Adidas, and another 4% prefer Apple. Also popular among young people were the brands Puma (3%), Samsung (2%) and Zara (2%). Dior, Gucci, Befree and Xiaomi gained 1% each.

Analysts have found that 79% of Russians aged 18-24 shop in markets, but the majority continue to visit regular stores. The least popular sites were second-hand stores and resale sites (31%), social networks (26%), as well as the brand’s own website (18%). 61% of “zoomers” follow brands’ social networks, 59% will always prefer a well-known brand to a little-known one.

The majority (65%) of respondents participate in branding activities. In most cases, these are giveaways (34%), bonus reviews (25%), surveys and voting (23%), reposts, likes and comments on social networks for bonuses (20%), as well such as brand contests (9%).

Researchers have discovered what can motivate “zoomers” to make a purchase from an unknown brand. For half (49%) of those surveyed, the decisive factor will be the price of the product, customer reviews (38%), recommendations from friends (32%), as well as the features and parameters of the product (27% ). . 18% will pay attention to expert reviews and recommendations. If the brand is an alternative to a more famous and expensive one, then 15% will make a purchase.

The majority (83%) of Zoom users are willing to receive notifications from their favorite brands. More than a third (39%) of respondents would like to receive information about price reductions, new products (35%), receive notifications about order status (30%), when a selected product is in stock (29% ) and about the best. sellers or products of the day (24%), about promotions and contests (22%), as well as personal offers based on purchase history (21%) and information about the opening of a new store (16%).

“Zoomers” named the most preferred bonus programs:

• points and bonuses – 55%
• gifts – 52%
• free shipping – 41%
• biggest refund – 40%
• exclusive access to sales and new products – 15%

When choosing offline stores, the most important criteria were polite employees (55%), fast service (44%), proximity to home (32%), no queues (30%) and convenient location, for example, near the metro. (30%).

When choosing a brand, young Russians pay attention to:

• product quality assurance – 54%
• reviews – 44%
• price – 32%
• loyalty program – 26%
• uniqueness of products and services – 25%
• brand awareness – 24%
• attention to customer opinions – 22%
• ease of delivery – 22%
• customer focus – 21%
• electronic resources (website, social networks, etc.) – 17%

One-third of Zoom users surveyed prefer respectful (33%) and positive (32%) messages from brands through advertising and social media. Respondents are attracted to a confident (30%) and affectionate (27%) tone of voice. Young Russians also value calm treatment (22%) and humor (22%).

Zoom users are most likely to be attracted to advertising with new products and discounts (34%), demonstrating a product and its benefits (33%), humor and memes (29%), and consumer reviews (28%).

Almost half of the respondents (42%) would prefer animated advertising (advertising cartoons). The cinematographic approach (with professional actors) is liked by 19% of those surveyed and exclusively textual advertising by 12%.

Zoom users would like to see more famous people (29%) and young people (26%) in advertising. They also like product users (25%), artistic characters from cartoons, anime and books (21%). 19% of zoomers’ sympathies were divided between mascots and advertising experts.

The most attractive influencers for young Russians were representatives of the music industry (42%), cinema and television series (39%) and bloggers (36%).