New York, NY (December 6, 2018) - Morning Consult today released a new report, The Brands That Defined 2018, that reveals the companies and brands that dominated American culture and commerce in 2018.
The report uses over 1.5 million survey interviews with consumers 18+ from Q1 2018 to early Q4 2018. The data comes from Morning Consult's flagship brand-tracking software, Brand Intelligence, which surveys between 5,000-10,000 American consumers 18+ every day on over 2,000 brands and products.
Highlights Include:
The Most Loved Brand of 2018: Amazon
For the second year in a row, Amazon is the brand that ranks highest in net favorability coming in at 78.7.
The Brand Most People Told Their Friends About: Netflix
People don't only love Netflix, they want to make sure friends and colleagues know about it - more so than any other brand. Overall, 74 percent of adults would be very likely to recommend the streaming service.
- Younger generations were even more likely to recommend Netflix:
- Gen Zers (18-21): 77% would be very likely to recommend
- Millennials: 77%
- Gen-Xers: 75%
- Baby Boomers: 69%
The Brand on the Rise: DoorDash
2018 was a banner year for food delivery apps. DoorDash, UberEats, and Grubhub all saw double digit growth in the percentage of consumers who recognized their brand, from the beginning of January to the end of October.
- DoorDash: +15 net increase of brand ID (36% to 51%)
- UberEATS: +12 (53% to 65%)
- Chewy.com: +11 (57% to 68%)
- Purple Mattresses: +11 (27% to 38%)
- GrubHub: +10 (63% to 73%)
The Brand Most People Want to Buy From: Walmart
In 2018, no company had a larger pool of potentially interested consumers than Walmart, as 69 percent say they are either very likely or absolutely certain they would consider purchasing from the company.
- Across income levels, Walmart performed well:
- Household Income Under $50k: 71% say they are either very likely or absolutely certain they would consider purchasing from Walmart
- $50-$100k: 70%
- $100k+: 62%
The Most Admired Employer: Amazon and Google (tie)
Sixty percent of Americans say they would be proud to work for either Amazon or Google - the highest level for any company. They also perform well among college graduates, who are largely attracted to the tech industry.
- Amazon: 60% of all adults said they would be proud to work for the tech giant compared to 65% of college grads
- Google: 60% of all adults said they would be proud to work for the tech giant compared to 64% of college grads
- Microsoft: 59% of all adults said they would be proud to work for the tech giant compared to 66% of college grads
The full report is available at MorningConsult.com and at this link and features in-depth data looking at key demographics on each brand, in addition to the biggest consumer trends from the year.
Full report: https://morningconsult.com/brands-2018
Media requests: T. Anthony Patterson, anthony@morningconsult.com
Methodology
Morning Consult's "The Brands That Defined 2018" uses interviews with over 1.5 million American adults from Q1 2018 to early Q4 2018. The data comes from Morning Consult's flagship brand-tracking software, Brand Intelligence , which surveys between 5,000-10,000 American consumers 18+ every day on over 2,000 brands and products. For more information on Brand Intelligence, and the data used in this report, visit: https://morningconsult.com/product/brand-intelligence/
About Morning Consult
Named one of the fastest growing technology companies in North America by Deloitte, Morning Consult is revolutionizing ways to collect, organize, and share survey research data to transform how leaders in business and government make decisions.
With offices in New York, San Francisco, Chicago, and Washington D.C., Morning Consult provides research, news, and brand-tracking technology for over 200 of the world's biggest companies and industry associations. Additionally, Morning Consult conducts regular surveys for major media organizations including POLITICO, The Hollywood Reporter, Bloomberg, and The New York Times. https://morningconsult.com/