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

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

Is design thinking the answer for the next generation of marketing?

The speed and pace of change will never be slower than we’re experiencing today. So in this era of unprecedented change, how can brands meet soaring consumer expectations, stay relevant and deliver differentiated and connected experiences?

Merryn Olifent

Senior consultant, G2 Innovation

Why it’s time to ditch the 4Ps and embrace the 4Cs of modern marketing purpose

There is a very simple and fascinating experiment you can conduct in your own organisation: Ask 10 of your colleagues to define ‘marketing’. I can guarantee 10 widely varying definitions.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

I have been suffering from (HERPES) disease for the last two years and had constant pain, especially in my knees. During the first year, ...

Steven Kizzy

KPMG Australia appoints ex-Publicis leader as head of brand strategy

Read more

When they say they had to much focus on traditional media, this is code for very bad creative, and very bad category strategy, Clearly th...

Rob

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

play barbie games https://www.barbi-igre.net/

Karlo Bozak

Rethinking gamification in marketing

Read more

There are lots of software tools available online that can do what you are asking about and also trace the location of a cell phone and e...

Curtis Bacchus

CMO's top 10 martech stories for the week - 9 August 2018

Read more

Love the counter intuitive StubHub example!

Rishi Rawat

Yale University says you’re missing this marketing advantage

Read more

Latest Podcast

More podcasts

Sign in