Apps and social platforms are playing a key role in the new world of social distancing, which could be impacting the way consumers connect to them emotionally, according to MBLM (pronounced Emblem), the “brand intimacy agency.”
It says brand Intimacy profile may be changing due to the COVID-19 pandemic and consumers’ increased usage. The agency also announced the apps & social platforms findings of its Brand Intimacy 2020 Study, which is the largest study of brands based on emotions
The study, now in its 10th year, revealed that Spotify ranked #1 in the industry followed by Pinterest and Apple Music. The remaining brands in the top 10 for the apps & social platforms industry were: Facebook, Instagram, Pandora, Snapchat, Twitter, Airbnb, Uber, LinkedIn and Venmo.
Brand intimacy is defined as “the emotional science that measures the bonds we form with the brands we use and love.” More highlights form MBLM’s newest study include:
° Apple Music was the top brand for men, while women, millennials and those earning $100,000 or less preferred Spotify
° Those over the age of 35 and consumers who earn more than $100,000 ranked Pinterest as their top brand in the category.
° Consumer preference for Apple Music and Facebook increased.
° Enhancement, which relates to becoming better through use of the brand, was the archetype most associated with the category, and Pinterest was the top brand for enhancement
The Brand Intimacy 2020 Report contains the most comprehensive rankings of brands based on emotion, analyzing the responses of 6,200 consumers and 56,000 brand evaluations across 15 industries in the U.S., Mexico and UAE. MBLM’s reports and rankings tool showcase the performance of almost 400 brands, revealing the characteristics and intensity of the consumer bonds.