These Are the Most “Intimate Brands” in the US During COVID-19

As with its annual study, brands are ranked based on survey responses from 3,000 US adult consumers ages 18-64 with an annual income of at least $35k, with the intimacy metric designed to measure the extent to which these consumers have relationships with brands – and the strength of those relationships. The results were used to form a Brand Intimacy Quotient for each brand, which is “a composite measure that reflects the intensity of the relationship between consumers and brands as well as the prevalence (usage) of the brand.” That measure appears as a score on a 1-100 scale.

Surprisingly, although the time spent with streaming video services increased during the pandemic, the undisputed leader in SVOD services, Netflix, dropped two notches to #8, with a Brand Intimacy Quotient of 55.2. However, YouTube joined the top-10 at #5 (58.6).

Along gender lines, male consumers ranked Amazon on the top of their list, with YouTube and Google rounding out their top 3. On the other hand, women ranked Apple #1, followed by Amazon and Toyota.

Other Study Highlights

In other notable findings from the report:

To read more, download the report here.

About the Data: The ranking is derived from a survey of 3,000 US adults, who answered questions designed to measure the extent to which they have relationships with brands – and the strength of those relationships. The results were used to form a Brand Intimacy Quotient for each brand, “a composite measure that reflects the intensity of the relationship between consumers and brands as well as the prevalence (usage) of the brand.”