JupiterResearch: Google And Yahoo Are Top Online Brands

Aug 9, 2007 at 9:22am ET by Greg Sterling

Following the Harris and BusinessWeek/Interbrand brand surveys, which put Coca-Cola at the top of the list, JupiterResearch asked Internet users about their favorite brands and dissected the audiences.

The brand ranking was as follows:

Google
Yahoo
Amazon
eBay
MySpace
Microsoft (including MSN)
AOL
Apple
Others

Segmented by age, MySpace rose in popularity to near parity with Google and Yahoo among younger adults. Interestingly, those 55 and older expressed a stronger preference for Google vs. Yahoo. Men preferred Google, while women preferred Yahoo. There were other gender differences as well. Interestingly, “Google was quite popular with Apple fans, as was Amazon, but fared its worst with users of MySpace and AOL.”

As one might expect, the strongest brand affinity and loyalty was among Apple fans. According to Jupiter, “An astonishing 51 percent described themselves as brand advocates.”

One of the reasons brand is important is because it drives usage and correlates with market share. Despite the often heard remark, “our competition is just a click away,” brand loyalty and habitual behavior makes that statement factually less true than it seems logically or in the abstract.

Greg Sterling is a Contributing Editor at Search Engine Land, and writes a personal blog Screenwerk, examining the broader world of media and advertising. He also posts at a Local Mobile Search, which is focused on the mobile Internet.

See more articles by Greg Sterling >

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