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Industries

Industry findings provide unique insights into how a category has performed during COVID and what effects the pandemic has had on emotional connections and consumer behaviors and attitudes. Discover archetypes that matter most; draw connections among frequency, usage, and economic equity; and learn how competitors within the same industry differ.

Media & entertainment continues to be the most intimate industry, becoming even stronger during the pandemic (up 7.7 percent from our previous study), providing distraction for millions at home. Automotive and technology & telecommunications round out the top three industries, highlighting the importance of these categories over the past several months.

Industry Findings

Key takeaways relevant to all 10 Brand Intimacy industries highlight the growing importance of connecting emotionally to consumers; the opportunities that smartphones enable to build greater bonds with users; and how the archetype of fulfillment, centered on performance, has increased the most among consumers surveyed during the pandemic.

1

INCREASED INTIMACY

On average, industry performance during COVID increased 7 percent compared to our previous study. Average Quotient Scores rose from 31 to 38.1. This indicates consumers are connecting with brands more emotionally during the pandemic.

2

SMARTPHONE ECOSYSTEM

Brands that embrace or enable consumers’ widespread use of smartphones are more intimate than those that don’t. The rise of access brands like Verizon and AT&T is notable in this regard.

3

THE RISE OF FULFILLMENT

While archetype performance did not change significantly overall, one notable finding is the increased importance of fulfillment, which we define as exceeding expectations and delivering superior service, quality, and efficacy. During times of uncertainty, consumers want brands they can count on.

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