- WhatsApp comes in third globally
- Google comes up top for Singaporean adults under 34
- Yahoo takes fifth amongst those over 45
Tech brands that enable us to stay connected and remain entertained at home during the COVID-19 pandemic comprise much of our YouGov Singapore’s Technology Rankings 2021.
The rankings are calculated using YouGov BrandIndex and ranked based on a 12-month average Impression score - a net measure of whether a consumer has a positive or negative impression of a brand.
In spite of privacy concerns earlier this year, instant messaging platform WhatsApp takes the top spot with a score of +58.1. WhatsApp scores particularly well with older Singaporeans (over the age of 45), with an Impression score of +63.3 amongst this age group.
Trailing 23.2 points behind is social media giant Facebook in second place (+35.1). However, Facebook does not score particularly well amongst Gen Z-ers (aged 18 to 24), placing sixth amongst this group (+26.0). South Korean electronics manufacturer Samsung is in third (+34.6) overall but comes up top globally. Google takes fourth place (+33.4).
Social network Instagram places fifth (+32.4) overall, but comes in second amongst those aged 18 to 24 (+53.5) and 25 to 34 (+43.5). No list of tech brands is complete without Apple, which comes in sixth (+26.4). Professional network service LinkedIn is in seventh (+22.0), web service provider Yahoo in eighth (+18.8), telecommunications app Skype in ninth (+13.3) And Pinterest in tenth (+11.9).
Methodology: The brands in the YouGov Technology Rankings 2021 were ranked based on the Impression score, which is a measure of whether a consumer has a positive or negative impression of a brand calculated by taking the average over a period of 12 months.
The rankings chart shows the brands with the highest average Impression score between March 1, 2020 to February 28, 2021. The scores are representative of the general population of adults 18 and over (some are online representative).
All Impression scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least six months to be included in the rankings.
Where brands are tracked in more than one sector within one market, we have taken the average Impression score.
The categories we have included in the YouGov Technology Rankings 2021 are:
- Hardware manufacturers
- Software manufacturers
- Social media platforms
In most cases, only master brands have been included within the rankings. The exception to this rule is the inclusion of Instagram and WhatsApp where it may not be widely known by the public that Facebook is the parent company of these brands.
The categories we have excluded from the Technology Rankings are:
- Fintech/Payments
- Streaming/media platforms
- Gaming consoles
- Apps
- White goods and appliances
- Ecommerce/Online marketplaces*
*Amazon has not been included in the YouGov Technology Rankings as this brand will be included within the YouGov Retail Rankings in line with the primary sector tracked for the master brand in BrandIndex.
The above categories will feature in the relevant, subsequent YouGov sector rankings.
