CFO World

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.” 

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