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Tesco Tops Online Brand Affinity Index
Supermarket superbrand Tesco fares the best in a brand affinity index examined in Continental Researchs Autumn 2004 Internet Report*.
(PRWEB) September 2, 2004 -- Internet users were asked to rate 14 online company brands on a score of 1 to 10 on how appealing they found the image and overall feel of the company. A score of 0 meant that the user was unaware of the company. The minimum score a company could achieve was 0 and the maximum was 1000. Tesco leads the way with a 598 score, with Sainsbury snapping at its heels at 559. Opodo is bottom of the league with a 79 score, followed by ING Direct at 120. The brands at the bottom of the list suffered from much lower awareness levels.
Ocado data based on London TV area only
BRAND AFFINITY INDEX (base all Internet users 1022)
| | - The report examines Internet users affinity to 14 key online companies, clustered in the supermarket, air travel and financial service sectors to enable comparisons to be made between direct competitors and are not meant to represent a definitive list of the top 14 online companies overall.
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Consumer intention to visit the 14 brands websites was also examined, scaled at 1 reflecting no intention and 10 high intention. Again Tesco is a trailblazer in its sector, with 23% showing good intention (score 7 to 10) to visit against 15% for Sainsbury and 4% for Ocado (Ocado data based on London TV area only).
Easyjet leads the travel website sector at 25%, followed by BA at 19%, Expedia at 12% and Opodo at 2%. Directline heads the financial sector at 13%, chased by Egg at 10%, Cahoot at 6%, Esure at 5% and ING Direct at 4%. 28% were likely to visit Amazon, ahead of Lastminute.com at 19%.
Colin Shaddick, director at Continental Research, said: Overall brands which have a strong off-line presence rated more strongly, demonstrating the increasing importance of advertisers understanding the consumer at every level and targeting them via the right media to ensure they maintain a good presence in the market place.
Advertisers are now realising the potential of the online consumer - 17.2 million people purchase or transact online, whether banking (7.5m) or supermarket shopping (3.1m) and importantly from a marketing perspective, the demographic profile of these young, upmarket and affluent online consumers is highly attractive."
ALSO IN THE REPORT
For the past nine years Continental Research has monitored Internet access and usage amongst the UK population. The reports are published every six months. The Continental Research Autumn 2004 Report continues to track Internet access and usage from both home and the workplace. It also includes detailed information concerning:
broadband take-up and forecasts
profiles of different types of online consumers
activities purchased or carried out online including banking, supermarket shopping, instant messaging, downloading music, and many others
technophobes and technophiles -- whether consumers view themselves as part of the technology revolution or not.
This report is based on data collected from 2,087 face to face interviews with a representative sample of UK adults aged 16 years or more. All interviewing was carried out in-home using CAPI (Computer Assisted Personal Interviewing) during 16th to 20th July 2004.
*The report costs 150+VAT, but is free to journalists. If you would like a copy of the full report emailed or posted, contact:
Amanda Harrison
020 8743 7566
ah@amandaharrisonmedia.co.uk
Colin Shaddick
020 7490 5944
colin.shaddick@continentalresearch.com
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