Value is a conversation driver for consumers ages 22 to 29, known as early careerists, according to a report from J.D. Power and Associates. The 2009 Teens and Early Careerist Tribe Intelligence Reports found that Arby's was the most talked about quick-service brand online among the age group for the first eight months of the year.
The reports analyze more than 300,000 spontaneous online conversations among teens and more than 475,000 online conversations among early careerists that took place in the blogosphere and on message boards between January and August 2009. The Tribe Intelligence Reports also cover consumer perceptions of brands, as well as what drives consumers to purchase those brands.
The brands that generate the highest volumes of online discussion among early careerists, relative to other age groups, indicate the increasing popularity of value brands, which are competing with trendy concepts for share of mind. Among QSRs, Arby's ranked highest, followed by Cold Stone Creamery, Subway, Taco Bell, Dunkin' Donuts, Wendy's, White Castle and Burger King. Fast casuals Panera Bread and Starbucks ranked No. 5 and No. 8 respectively.
Arby's summer Wednesday Freebies promotion and Subway's $5 footlong deals were among the most popular online conversations, according to a story by Brandweek.
From Brandweek:
Additional findings from J.D. Power and Associates about teen and early careerist attitudes and behaviors regarding the automotive, financial services, QSRs and retail industries will be released later this month.Concern about value in the face of a tough economy was the common theme in the conversations of the young adults. "The primary driver for Arby's was that they were considered the value quick-serve restaurant because they had free food Wednesdays," said Janet Eden-Harris, vice president of business development for J.D. Power Web Intelligence.
