Consumers prefer Apple to Google, Netflix and Amazon

Just released, theBrand Intimacy Study 2022is a comprehensive report on the public's relationship with over six hundred of the most popular brands. Analyzing more than a billion words published on different social networks, the file is based on artificial intelligence as well as several criteria to classify the contenders. Among them, nostalgia, identity, indulgence and even accomplishment.

This year,Apple comes third. The study explains this choice, among other things, by the ability of the American firm to make its users more “connected” and improve their daily lives in general. Another success is found in the strong commitment of customers, particularly inclined to “interact” with the Apple, sharing knowledge with it and knowing its identity well.

Brand image: 20/20

While these figures are not surprising, it remains interesting to look into their origins.Apple, for example, is known for enjoying one of the highest satisfaction ratesin the tech market, just ahead of its two Korean competitors Samsung and LG. This is particularly noticeable with theAirPodsor the iPhone, which although not having the best technical sheet remains extremely popular among the general public.

Sidetablets, the score is also at the highest: it is rare to come across models other than iPads, whether among professionals or individuals. The latest news is that these devices are being sold more and more with3.1 million units sold in the third fiscal quarter of 2021.

However, nuance is required if we look at the case of the Cupertino employees themselves, who sometimes deplore theirworking conditionstwo speedas in the case of the Apple Store Grand Central.

And the others?

Among the multinationals that stand out in today's ranking, we can also cite Google (50th only) andFacebook (119e place). Both of them regularly make the headlines following their more than questionable processing of personal data, which probably doesn't help their case. Microsoft, 19th, is just behind Amazon to close the GAFAM quintuple.

Jeff Bezos' Prime Video service, for its part, is doing better than its parent company (16th), whileDisney is the big winnerof the list ahead of YouTube (5th), Netflix (8th), ESPN (31st), HBO (32nd) and Hulu (33rd).