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Industries

Industry findings provide unique insights into how a category is performing now compared to a year ago. Explore what effects the pandemic has had on emotional connections and consumer behaviors and attitudes. Discover the archetypes that matter most; draw connections among frequency, usage, and economic equity; and learn how competitors within the same industry differ.

Media & entertainment remains the most intimate industry, with virtually the same Quotient Score as in our last study. The category continues to provide distraction and comfort. Automotive and retail round out the top three industries. Notably, retail has four brands within the Top 10 this year, compared to two in our 2020 COVID study.

Industry Findings

Key takeaways relevant to most industries in the study include the increase in fusing scores (the most advanced stage of Brand Intimacy); the opportunities that smartphones enable to build greater bonds with users; and how the Can’t Live Without measure (a measure based on a ten-point scale that determines how essential a brand is to our lives) has risen dramatically since our 2020 COVID study, demonstrating consumer reliance on intimate brands.

1

INCREASED FUSING

Fusing, the most intense stage of Brand Intimacy, has increased by 12 percent since our 2020 COVID study, indicating more consumers are able to connect deeply with their favorite brands.

2

SMARTPHONE ECOSYSTEM

Brands that embrace or enable consumers’ widespread use of smartphones are more intimate than those that don’t.

3

CAN’T LIVE WITHOUT

This Brand Intimacy measure has risen dramatically, up 68 percent in our follow-up study, highlighting that consumers have become increasingly attached to brands they connect with.

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