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BIS COVID Top Apps & 
Social Rankings

The apps & social platforms industry has an average Brand Intimacy Quotient of 25.7, well below the cross-industry average of 38.1. Spotify remains in the first place position in the industry and new entrant TikTok takes second place. Consumer preference for Instagram and Twitter has increased, while preference for Pinterest and Facebook has decreased.

Industry Performance

Apps & social platforms rank tenth this year, the same industry ranking they had in our last study. The industry performs better with men than women and with younger consumers versus older ones. The category has also improved across the "can’t live without" measure.

Archetypes & Stages

Enhancement is the dominant archetype for apps & social platforms, with ritual close behind. During COVID, these archetypes have been higher than the cross-industry average. The category’s ritual score increased 6 percent. While still below the industry average in stages, sharing, the earliest stage of Brand Intimacy, has increased considerably since our last study, while both bonding and fusing rates have stayed flat.

Study Average

Key Findings & Trends

Enhancement, the dominant industry archetype, has remained the same since our last study. The industry has improved its percentage of users in some form of intimacy, now at 16 percent, up from 13 percent last year. Top brands have shifted: Spotify now leads for men, versus Apple Music previously, while TikTok ranks highest for women, versus Spotify previously.

Head to Head Comparison

Comparing the top two apps & social platform brands, Spotify and TikTok, we see Spotify exhibiting stronger archetype associations in all categories, especially enhancement. In terms of stages, TikTok has nearly triple the sharing customers of Spotify; however, Spotify leads in bonding and fusing.

Head to Head

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