The technology & telecommunications industry has an average Brand Intimacy Quotient of 45.9, well above the cross-industry average of 38.1. Apple remains in first place, and Google moves up to second place. Consumer preference for Verizon has increased, while preference for Samsung has decreased.
The technology & telecommunications industry ranks fourth this year, down one position from our last study. The category has increased its average Quotient Score by 7 percent. Technology & telecommunications performs better with men than women and with consumers over 35 years old versus those under 35. New customers in the category has increased by 43 percent during the pandemic.
Technology & telecommunications has performed stronger than the cross-industry average across all archetypes except nostalgia and indulgence during the pandemic. The ritual archetype has also increased by 10 percent, which is not surprising given the increased need to communicate. All stages are above the cross-industry average. Sharing, the earliest stage of intimacy, has increased by 14 percent since our last study.
Enhancement remains the dominant industry archetype. The technology & telecommunications industry has also increased its percentage of users in some form of intimacy by 15 percent. Google is the top brand for men, replacing Apple, while Apple remains the top brand for women and millennials.
Comparing the top two technology & telecommunications brands, Apple and Google, we see Apple is stronger across all archetypes except nostalgia. In terms of stages, Google leads in sharing and Apple in bonding, with fusing scores being equal. Additionally, more Apple users cannot live without the brand compared to Google users.