Goldbach Austria Youngstar survey: Nintendo ahead of Amazon and MediaMarkt

The latest results of the quarterly Youngstar survey conducted by the Austrian Gallup Institute on behalf of Goldbach Austria have been released: In the 4th quarter, Nintendo took the top spot as the most youthful brand, followed by Amazon and MediaMarkt.

With a score of 67.8 points, the gaming brand Nintendo achieved the highest score of the last three years and even surpassed its own record of 64.3 points from 2023, which led to it winning the Youngstar Annual Winner Award. With the current score, Nintendo is even ahead of the winning scores of 2022 (Amazon), 2023 (Nintendo) and 2024 (Samsung) and is therefore a clear favorite for the coveted Youngstar trophy in 2025.

Amazon secured second place in the survey for Q4 2024 with 55.4 points. The online marketplace, which already emerged as the Youngstar winner in 2017 and 2022, impressed above all with its supported brand awareness of 95% and the high purchase probability due to its current advertising spot. Electronics retailer MediaMarkt followed in third place with 49.2 points. The brand, which is also very well known, scored well with attributes such as “modern”, “active” and “innovative/new”.

Nintendo as a benchmark for youthfulness
Nintendo achieves a brand awareness of 91% and inspires the young and young-at-heart target group with characteristics such as “entertaining”, “youthful” and “fun”. The current commercial in particular pays tribute to the characteristics “active”, “modern”, “powerful/energetic” and “youthful”.

Amazon: Likelihood to buy as a strength of the current commercial
Amazon, the best-known brand surveyed in this wave with 95% supported brand awareness, scored particularly well in terms of purchase probability due to the commercial and the uniqueness of the commercial. The brand is perceived by the study participants as “modern”, “active” and “innovative, novel”, with the commercial also being “traditional, harmonious and entertaining”.

MediaMarkt: Youthful spot
The 3rd place on the podium in this wave goes to MediaMarkt. The brand achieved an awareness of 92% in the young target group. While MediaMarkt was also assigned values such as “down-to-earth” and “traditional” before the commercial was viewed, these attributions decreased slightly after the commercial was viewed, while the top attributes “modern”, “active” and “innovative” increased further. As a result of the commercial, the brand was also perceived as significantly more youthful than before.

About the Goldbach Austria Youngstar survey
The Goldbach Austria Youngstar Score is based on a quarterly quantitative survey conducted by the Austrian Gallup Institute.
The score is made up of three sub-scores: Brand, Spot and Before/After Comparison. The aim of the survey is to identify those brands that are perceived as the most vital and youngest in the young and young-at-heart target group.