Internet marketing teams targeting young adults with their campaigns may think that a cool brand image is more important than quality.

However, the findings of a new survey by MTV Networks paint a different picture and show that good quality is the most important feature of a brand for consumers aged 18 to 24, eMarketer reports.

The research shows that 74 per cent of web users in this age group believe quality is the most desirable attribute of a brand, compared to 46 per cent who cited a cool image.

In addition, some 55 per cent of those questioned said trustworthiness was an essential factor, while 25 per cent said it is important that their friends like the brand – a factor that appeared at the bottom of the list.

Meanwhile, a study by eMarketer has concluded that online virtual worlds present internet marketing opportunities for companies targeting young people, with 37 per cent of online youngsters in the US using them at least once a month.

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