Ahead of the Curve

Overview

• The technology & telecommunications industry ranks second in our 2022 Brand Intimacy Study. Review our new study.
• Apple ranks third overall in our 2022 Study, behind Disney and Tesla. Apple is the highest-ranking tech & telecom brand. Review the Apple profile.
• 63% of Apple customers are in some form of intimacy with the brand: this is the highest percentage of any brand in our study.

Introduction

Our previous two COVID Brand Intimacy studies tracked shifting behaviors and norms of consumers, like the rise of work-from-home, and our growing dominance and dependence on tech & telecom brands. From the moment we wake up to check our smartwatch for the night’s sleep score to the last text message and movie before bedtime, our lives increasingly rely on technology for work, health, entertainment, and play. We continue to see the results of all these interactions with the tech industry’s ascendency in our most recent 2022 Brand Intimacy rankings.

Brand Intimacy Performance

Technology & telecommunications has an average Brand Intimacy Quotient of 49.2, well above the cross-industry average of 36.8. The category has improved since our last study, where it ranked in fourth place, and improved its Quotient score performance by 8%. This tells us, even as we return to more “normal” life post pandemic lockdowns, our dependency on technology brands has increased.

Keep reading to drive deeper. Access the full article here.