Report: Search and social have the most influence on Aussie consumers

A new study by Ipsos shows which brands Australians trust most, with tech giants coming out on top

Google remains as Australia’s most influential brand, with social media giant Facebook a close second, a new study from Ipsos reports.

The Most Influential Brands in Australia, which measures and ranks brands, polled 2000 Australians to look at key drivers that define ‘influence.’ The measure of influence was ranked against being leading edge, engaged, trusted, citizenship focused and present.

Out of 100 brands in Australia examined, tech brands came out on top, with Google heralded the most influential brand for the fourth year in a row across all generational groups. According to the report, Google continues to lead in innovation, originality and reliability.

Over the past four years of the study, Facebook’s influencial presence has also grown as it continues to launch new services and lead initiatives into new technologies. It came second and Ipsos predicted Facebook will continue to grow in influence in years to come.

Microsoft and Paypal came in third and fourth respectively, followed by Coles and EBay. Apple came out as seventh, followed by Youtube and Telstra.

Coming in 10th was iconic Australian homeware and outdoor living company, Bunnings, which led all other retail brands in the top 100 on the dimension of trustworthy. Despite great disruption and change, Bunnings remained influencial by staying committed to a single minded strategy to provide customers with a wide selection of products at low prices.

Although the top 10 have remained relatively stable over the years, Ipsos’ managing director A/NZ, Gillian O’Sullivan, said technology focused companies are rising further and further up the rankings, with eight of the top 10 brands locally falling in this camp.

“Technology enables companies to connect with people, and connected brands are influential brands,” she said. “Technology brands are also incredibly good at transcending traditional category boundaries, which means they play a role in a multitude of areas in our lives.

“Visionary brands are founded on a sense of purpose that establishes stronger emotional connections. New technologies have enabled ways to capture consumer feedback, and brands that use this data are more relevant than ever before – their influence cannot be overstated.” 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu       

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Please be alerted eHarmony is a 17+ years old obsolete site. eHarmony is only supported by a big marketing budget and not by serious scie...

FernandoArdenghi

CMO interview: eHarmony CMO reveals what it takes to foster great team relationships

Read more

Latest Podcast

More podcasts

Sign in