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Amazon most mentioned brand in 2020 in UK DMA survey
19 Jan '21
2 min read
Pic: Data & Marketing Association
Amazon turned out to be the most mentioned brand in the UK Data and Marketing Association’s (DMA) latest customer and engagement research report titled ‘How to win Trust and Loyalty’, with 15 per cent of consumers naming it, followed by John Lewis (4 per cent), Sainsbury’s (4 per cent) and Tesco (3 per cent). The research was sponsored by dotdigital and Collinson.
Somewhat surprisingly, despite Amazon’s near-ubiquity across so many areas of consumption, the brand hasn’t gained any further traction with customers over the last two years, DMA said in a press release.
Consumers were asked a simple question: “Thinking about all the brands and companies you use, which would you say is your favourite or you’re most loyal to?”
When the same question was asked back in 2018, the top choices looked very similar. Indeed, consumers mentioned Amazon (14 per cent) followed by equal percentages selecting Marks & Spencer (4 per cent), John Lewis (4 per cent) and Sainsbury's (4 per cent).
Hypothetically, a reason behind such consistency can be explained by consumers’ view of Amazon more as a service provider rather than a brand to engage with. Data also reveals consumers’ loyalty to Amazon as being driven by convenience (54 per cent) rather than a genuine connection (46 per cent).
Data also revealed that about a third of consumers (35 per cent) report not feeling loyal enough to any brand to name it as their favourite. This group’s voice is a clear testimony of the daily challenge brands must deal with: connecting with customers, gaining their trust, and being thought of when it’s time to purchase.
Consumers offered a range of reasons, from simply not feeling strongly about brands to wanting to try new ones.
Somewhat surprisingly, despite Amazon’s near-ubiquity across so many areas of consumption, the brand hasn’t gained any further traction with customers over the last two years, DMA said in a press release.
Consumers were asked a simple question: “Thinking about all the brands and companies you use, which would you say is your favourite or you’re most loyal to?”
When the same question was asked back in 2018, the top choices looked very similar. Indeed, consumers mentioned Amazon (14 per cent) followed by equal percentages selecting Marks & Spencer (4 per cent), John Lewis (4 per cent) and Sainsbury's (4 per cent).
Hypothetically, a reason behind such consistency can be explained by consumers’ view of Amazon more as a service provider rather than a brand to engage with. Data also reveals consumers’ loyalty to Amazon as being driven by convenience (54 per cent) rather than a genuine connection (46 per cent).
Data also revealed that about a third of consumers (35 per cent) report not feeling loyal enough to any brand to name it as their favourite. This group’s voice is a clear testimony of the daily challenge brands must deal with: connecting with customers, gaining their trust, and being thought of when it’s time to purchase.
Consumers offered a range of reasons, from simply not feeling strongly about brands to wanting to try new ones.
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