Americans ages 15-25 consider Apple (78%), Converse (66%), and Sony (66%) the coolest brands, according to InSites Consulting. H&M, Nike, Nintendo, and Coca-Cola also rank highly. U.S. teens are more likely than teens worldwide to consider M&Ms and Doritos cool.
U.S. teens and young adults are more likely than British teens and young adults to consider themselves cool (43% vs. 39%), but less likely than those in France (58%), Russia (61%), Poland (64%), and India (67%) to say so.
Johnny Depp is the coolest celebrity (31%) according to young Americans, with other cool notables including Lady Gaga (16%), Sandra Bullock (14%), and Jessica Alba (14%). President Barack Obama (16%) ties with Lady Gaga on the coolness scale.
The coolest cities, according to U.S. teens and young adults, are New York City, London, Paris, and Tokyo. U.S. youth also consider San Francisco and Los Angeles to be cool cities.
One in five young people worldwide consider their nations’ largest cities cool. Worldwide, New York City ranks as the coolest city, according to teens and young adults. In addition, French and Swedish youth think Los Angeles is cool, and Germans like San Francisco. Chinese youth don’t consider any U.S. city cool. The least-cool cities according to U.S. youth are Istanbul, Saint Petersburg, and Sao Paolo.
Source: InSites Consulting, Anke Moerdyck, Brand and Relationship Manager, Evergemsesteenweg 195, 9032 Ghent, Belgium; 011-32-9-269-1516; anke.moerdyck@insites-consulting.com; www.insites-consulting.com
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