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!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in