Study Looks At Top Brands For Customer Loyalty

Chris CrumBusiness

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New data has been released finding that WhatsApp, Facebook, Pandora, Netflix, and Google are the leading brands for customer loyalty in their respective categories (Instant Messaging, Social Networking, Online Music, Online VideoStreaming, and Search).

This data comes from the Brand Keys 2015 Customer Loyalty Engagement Index based on a survey of 36,605 consumers, 18 to 65 years of age from the nine US Census Regions.

The rankings for each category are as follows:

Instant Messaging

1. WhatsApp
2. Twitter
3. YouTube
4. Facebook
5. Imessages / Line (tie)
6. Instagram / Viper (tie)
7. Skype

Social Networking

1. Facebook
2. Twitter
3. YouTube
4. LinkedIn / Google+
5. Instagram
6. Pinterest
7. Tumblr
8. Reddit / Flickr

Online Music

1. Pandora
2. Spotify
3. iHeartRadio
4. DoundCloud
5. Beats
6. iTunes
7. Rdio / Grooveshark (tie)
8. Google Play / Rhapsody
9. Slacker
10. MOG
11. Last.Fm
12. Yahoo Music
13. Napster
14. MySpace

Online Video Streaming

1. Netflix
2. Amazon
3. iTunes / Google Play / Hulu (tie)
4. YouTube / Crackle
5. Vudu / Vimeo (tie)
6. Veoh
7. Iwatchonline
8. Cinema Now
9. Blockbuster


1. Google / Bing
2. Yahoo
3. AOL
4. ASK

It's interesting that Google and Bing are both ranked at the top here.

A complete ranking among 64 categories can be found here.

“In a marketplace where brands struggle to create meaningful differentiation and engagement, those better able to identify customers’ expectations and address them via authentic emotional values see tangible bottom-line results,” said Robert Passikoff, president of Brand Keys. “While marketers have only recently acknowledged the importance of consumers expectations, it’s something Brand Keys has tracked for 20 years. Empowered and socially networked consumers have come to expect everything from brands, particularly as regards emotional gratification and engagement. That’s created an environment marked by extraordinarily high levels of emotional expectations.”

Still, overall, brands have only managed to improve their ability to satisfy consumers’ expectations by 7% this year, according to Brand Keys.

Image via Netflix

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.