MALE, married and a millennial consumers are the most ‘engaged’ in the brands they choose, according to Oxford researchers.

The Oxford Brookes University study analysed the relationships of more than 18,000 consumers with their bank, mobile phone provider and retailer.

The study found that married men aged between 18-34 had the highest level of engagement with the products they consumed.

Older people aged over 65 showed the least level of engagement.

Professor in marketing & consumer psychology at Oxford Brookes University Janine Dermody said of the study: “The relationship between a brand and its customers is complex, involving both emotional and rational thought processes that cover everything from attitudes and experiences, to trust, satisfaction and behavioural action.”

Overall, the research found that single people were less engaged and while male respondents reported a stronger bond with their banks and mobile phone provider’s women had more attachment to their retailers.

The study also looked at consumers globally and found that consumers in Turkey, Brazil and the USA were the most engaged consumers worldwide.

Scandinavian countries Denmark, Finland Norway all scored lower than the rest of the world.

Professor Dermondy added: “The fact that Brazil and Turkey consistently exceed the global metrics across all three industries, points towards the increasing presence and importance of emerging markets and their impact on global economic growth.”