Tech & Telecom

The category has an average Brand Intimacy Quotient of 34.5. As AI and connected devices become part of daily routines, the brands behind them are becoming harder to separate from consumers’ sense of identity, above the cross-industry average of 29.4.

Identity is the dominant archetype, and the category ranks fourth in the study for identity after appliances, health & hygiene, and AI & chatbots. Most users are in the first stage of Brand Intimacy, sharing. Resonance is moderately strong, with a sentiment score of 53.8 and an engagement score of 14.5, indicating that people feel a genuine and growing emotional connection to tech and telecom brands.

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