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Loyalty and Brands - UK - April 2016

“The differences in building and measuring loyalty across different sectors mean that brands must take a nuanced approach to fostering a connection with customers. Bigger brands with more exposure tend to have an immediate advantage in building favouritism; however, recent arrivals such as Netflix show that new brands, particularly those in digital markets, are capable of entering the market and competing from the off.”
– Richard Hopping, Brand and Household Analyst

“The differences in building and measuring loyalty across different sectors mean that brands must take a nuanced approach to fostering a connection with customers. Bigger brands with more exposure tend to have an immediate advantage in building favouritism; however, recent arrivals such as Netflix show that new brands, particularly those in digital markets, are capable of entering the market and competing from the off.”
– Richard Hopping, Brand and Household Analyst

Brand loyalty can be a concept that is hard to pin down, particularly as it differs so dramatically by sector. As a result, brands must take a nuanced approach as to how they define and measure their own brand loyalty.

While consumers tend to declare brands that have an overall positive brand image as favourites, they also have a propensity to use brands through inertia within some categories, such as energy and finance. Other factors like location, convenience and price can also negate factors such as favouritism.

The technology category continues to change the way that consumers engage with and view brands; the constant contact that consumers have with devices means that digital brands now make up a high proportion of the most favoured brands across Mintel’s Brand Research. They are also the brands that generate the most frequent usage, suggesting that they are now the brands attracting most brand loyalty.

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Table of contents

  1. Overview

    • What you need to know
      • Report scope
      • Executive Summary

          • Big brands dominate
            • Figure 1: Top 10 brands, by total usage, January 2014-March 2016
            • Figure 2: Top 10 brands, by usage in the last 12 months, January 2014-March 2016
          • Digital lifestyles influence frequency of usage
            • Figure 3: Top 10 brands, by usage described as “All the time” by users, January 2014-March 2016
          • Amazon the standout performer on favouritism
            • Figure 4: Top 10 brands, by agreement with “This is a favourite brand”, January 2014-March 2016
          • Brands with high commitment drive usage in the last year
            • Figure 5: Proportion of brand commitment (agreement with “This is a favourite brand” or “I prefer this brand over others”), by proportion of total users who have used in the last year, January 2014-March 2016
          • Less of a pattern when it comes to frequent usage
            • Figure 6: Proportion of brand commitment (agreement with “This is a favourite brand” or “I prefer this brand over others”), by proportion of total users who describe their usage as “All the time”, January 2014-March 2016
          • Aspirational categories can drive commitment without active engagement
            • Energy and service providers rely on inertia
              • What we think
              • Brand Loyalty Overview – What You Need to Know

                • Big brands dominate on usage
                  • Digital lifestyles influencing most frequently used brands
                    • Brand favouritism and commitment generally reflect usage
                      • Strong correlation between usage in the last year and commitment…
                        • …but little correlation between commitment and high-frequency usage
                        • Brand Usage

                          • Size matters
                            • Figure 7: Top 10 brands, by total usage, January 2014-March 2016
                          • Popular brands stay popular
                            • Figure 8: Top 10 brands, by usage in the last 12 months, January 2014-March 2016
                          • Digital lifestyles influence frequency of usage
                            • Figure 9: Top 10 brands, by usage described as “All the time” by users, January 2014-March 2016
                          • Some categories open to lapsed users
                            • Figure 10: Top 10 brands, by lapsed users, January 2014-March 2016
                        • Favouritism and Commitment

                          • The power of emotion
                            • Amazon the standout performer
                              • Technology habits drive favouritism
                                • The giants of CPG benefit
                                  • Figure 11: Top 10 brands, by agreement with “This is a favourite brand”, January 2014-March 2016
                                • Food brands attract more casual preference
                                  • Proof that Apple fanboys exist
                                    • Figure 12: Top 10 brands, by commitment (net agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-March 2016
                                    • Figure 13: Proportion of brand commitment (agreement with “This is a favourite brand” or “I prefer this brand over others”), by brand favouritism (agreement with “This is a favourite brand”), January 2014-March 2016
                                • Where Usage and Favouritism Meet

                                  • General correlation between usage in the last year and commitment
                                    • Figure 14: Proportion of brand commitment (agreement with “This is a favourite brand” or “I prefer this brand over others”), by proportion of total users who have used in the last year, January 2014-March 2016
                                  • Lower correlation between frequent usage and commitment
                                    • Figure 15: Proportion of brand commitment (agreement with “This is a favourite brand” or “I prefer this brand over others”), by proportion of total users who use “All the time”, January 2014-March 2016
                                  • Loyalty differs by sector
                                    • Figure 16: Consumer perceptions of how well different firms reward loyalty, December 2015
                                • Sector Review – What You Need to Know

                                  • Low emotional connection in finance markets, despite high involvement in consumer lifestyles
                                    • Low engagement with travel brands means few opportunities to build loyalty
                                      • Technology service providers can lock consumers in, but new entrants apply pressure
                                        • Major food and drink brands drive greater favouritism
                                          • Automotive and fashion represent more aspirational categories
                                            • Energy sector defined by inertia
                                              • Function beats glamour in building preference in BPC markets
                                                • Newspaper brands are tribal and divisive
                                                • Finance

                                                  • Finance brands often criticised
                                                    • Insurance brands face an even tougher task to build loyalty
                                                      • Figure 17: Factors influencing insurance purchases, September 2015
                                                    • Low favouritism reflective of lack of financial services glamour
                                                      • Figure 18: Top 10 financial services brands, by agreement with “This is a favourite brand”, January 2014-March 2016
                                                    • Niche proposition can add favouritism to finance brands
                                                      • Heritage built in other sectors assists Post Office and AA
                                                        • Figure 19: Top 10 finance brands, by commitment (net agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-March 2016
                                                        • Figure 20: Statements associated with purchasing, by method of purchasing car insurance, December 2015
                                                      • High street banks earn high frequent usage
                                                        • Figure 21: Top 10 financial services brands, by usage described as “All the time”, January 2014-March 2016
                                                      • Supermarket brands offer more visible rewards for loyalty
                                                        • Certain credit card brands perform better than the category itself
                                                          • Comparethemarket.com promotions influence perception of loyalty
                                                            • Figure 22: Top financial services brands, by agreement with “A brand that rewards loyalty”, January 2014-March 2016
                                                          • Lack of heritage holds supermarket banking brands back
                                                            • Figure 23: Brand commitment, by agreement with “A brand that rewards loyalty”, January 2014-March 2016
                                                          • Traditional inertia to switching bank accounts may be changing
                                                            • Change in cost of Santander 1|2|3 account leaves door open for other brands to step in
                                                              • Churn within insurance sector evident
                                                                • Figure 24: Top 10 brands, by lapsed users in the finance sector, January 2014-March 2016
                                                            • Retail

                                                              • Amazon is a standout brand
                                                                • Figure 25: Top 10 retail brands, by agreement with “This is a favourite brand”, January 2014-March 2016
                                                              • Online-only retailers impact market
                                                                • Figure 26: Top 10 retail brands, by commitment (net agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-March 2016
                                                              • Online set to become a bigger factor
                                                                • Figure 27: Which shopping locations are being used more or less compared with a year ago, April 2015
                                                              • Location influences decision-making in supermarket category
                                                                • Figure 28: Factors in choosing where to shop, August 2015
                                                              • Supermarkets dominate category on frequent usage
                                                                • Niche retailers also keep customers coming back
                                                                  • Figure 29: Top 10 retail brands, by usage described as “All the time”, January 2014-March 2016
                                                                • Loyalty schemes encourage a third to spend more
                                                                  • Tesco’s Clubcard is a strength
                                                                    • Figure 30: Agreement with “A brand that has a strong loyalty scheme”, September 2014
                                                                  • Discounters influence shift towards EDLP
                                                                    • Type of retailer influences lapsed users
                                                                      • Figure 31: Top 10 brands, by lapsed users in the retail sector, January 2014-March 2016
                                                                  • Travel

                                                                    • Loyalty schemes in travel sector favour the bigger spenders
                                                                      • Full-service airlines stand out
                                                                        • Figure 32: Top 10 travel brands, by agreement with “This is a favourite brand”, January 2014-March 2016
                                                                      • Premium airlines foster greater preference…
                                                                        • …while accessible hotels are preferred to exclusive ones
                                                                          • Figure 33: Top 10 travel brands, by commitment (net agreement with “This is a favourite brand” and “I prefer this brand over others”)
                                                                        • Low usage limits opportunities for travel brands to engage
                                                                          • Figure 34: Top 10 travel brands, by usage described as “All the time”, January 2014-March 2016
                                                                        • Loyalty increases with frequency of trips
                                                                          • Figure 35: Levels of holiday brand preference, April 2015
                                                                        • Sporadic travel brand usage means high proportion of lapsed users
                                                                          • Figure 36: Top 10 brands, by lapsed users in the travel sector, January 2014-March 2016
                                                                      • Technology Service Providers

                                                                        • Contracts create an environment for engagement
                                                                          • Content is king
                                                                            • Figure 37: Top 10 technology services brands, by agreement with “This is a favourite brand”, January 2014-March 2016
                                                                          • Sky has potential to expand further
                                                                            • BT lags behind Sky
                                                                              • Figure 38: Top 10 technology service provider brands, by commitment (net agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-March 2016
                                                                            • TalkTalk usage based on locked-in customers
                                                                              • Figure 39: Top 10 technology service provider brands, by usage described as “All the time”, January 2014-March 2016
                                                                            • Streaming services instilling loyalty
                                                                              • O2 best placed of mobile network providers
                                                                                • Figure 40: Top 10 ranking of technology service provider brands, by agreement with “A brand that instils loyalty”, January 2014-March 2016
                                                                              • Low proportion of lapsed users highlights inertia
                                                                                • Figure 41: Top 10 brands, by lapsed users in the technology services sector, January 2014-March 2016
                                                                            • Food

                                                                              • Own-label is a key factor across many food categories
                                                                                • Figure 42: Types of own-label and branded products bought, September 2015
                                                                              • Major food brands are favoured
                                                                                • Figure 43: Top 10 food brands, by agreement with “This is a favourite brand”, January 2014-March 2016
                                                                              • Chocolate category has less of an own-label influence
                                                                                • Figure 44: Top 10 food brands, by commitment (net agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-March 2016
                                                                              • Seasonal food brands suffer on frequent usage
                                                                                • Chocolate eaters likely to switch brands, crisps eaters less so
                                                                                  • Genius creates frequent usage among select group
                                                                                    • Figure 45: Top 10 food brands, by usage described as “All the time”, January 2014-March 2016
                                                                                  • Own-label food and drink brands lack favouritism…
                                                                                    • Figure 46: Favouritism and commitment shown towards own-label food and drink brands, September 2014
                                                                                  • …but frequency of usage remains relatively high
                                                                                    • Figure 47: Ranking of own-label food and drink brands, by usage described as “All the time”, January 2014-March 2016
                                                                                  • Tired and boring brands struggle to maintain usage
                                                                                    • Figure 48: Top 10 brands, by lapsed users in the food sector, January 2014-March 2016
                                                                                • Foodservice

                                                                                  • Coupons provide short-term enticement but could damage true loyalty
                                                                                    • Quality more important than loyalty schemes for coffee shops
                                                                                      • Figure 49: Factors influencing where hot drinks are purchased out of home, September 2015
                                                                                    • Proven consistency creates favouritism among foodservice brands
                                                                                      • Figure 50: Top 10 foodservice brands, by agreement with “This is a favourite brand”, January 2014-March 2016
                                                                                      • Figure 51: Top 10 foodservice brands, by commitment (net agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-March 2016
                                                                                    • Few foodservice brands visited frequently
                                                                                      • Some smaller foodservice brands have loyal followings
                                                                                        • Harris + Hoole takeover offers chance to capitalise on frequent usage
                                                                                          • Figure 52: Top 10 foodservice brands, by usage described as “All the time”, January 2014-March 2016
                                                                                        • Pubs and restaurants suffer a greater proportion of lapsed users
                                                                                          • Restaurant brands hit by increase in competition
                                                                                            • Figure 53: Top 10 brands, by lapsed users in the foodservice sector, January 2014-March 2016
                                                                                        • Automotive

                                                                                          • Consumers align themselves with aspirational car brands
                                                                                            • Figure 54: Top 10 automotive brands, by agreement with “This is a favourite brand”, January 2014-March 2016
                                                                                          • Volkswagen commitment holds up despite scandal
                                                                                            • Figure 55: Top 10 automotive brands, by commitment (net agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-March 2016
                                                                                          • Frequent usage not dependent on preference
                                                                                            • Figure 56: Top 10 retail brands, by usage described as “All the time”, January 2014-March 2016
                                                                                          • Aspiration in the car category increases churn
                                                                                            • Changing family status changes customer needs
                                                                                              • Figure 57: Top 10 brands, by lapsed users in the automotive sector, January 2014-March 2016
                                                                                          • Drink

                                                                                            • Own-label less of a factor in drinks sector
                                                                                              • Range of drink categories represented
                                                                                                • Figure 58: Top 10 drink brands, by agreement with “This is a favourite brand”, January 2014-March 2016
                                                                                              • Brands with wider appeal in top 10 for brand commitment
                                                                                                • Figure 59: Top 10 drinks brands, by commitment (net agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-March 2016
                                                                                              • High sugar content limits regular usage
                                                                                                • Diet Coke earns as much frequent usage as Coca-Cola
                                                                                                  • British love for tea and coffee shines through
                                                                                                    • Figure 60: Top 10 drinks brands, by usage described as “All the time”, January 2014-March 2016
                                                                                                  • Alcoholic drinks brands dominate lapsed user list
                                                                                                    • Figure 61: Top 10 brands, by lapsed users in the drinks sector, January 2014-March 2016
                                                                                                • Energy

                                                                                                  • Energy brands struggle to create much positivity…
                                                                                                    • Figure 62: Comparison of brand satisfaction for energy brands and average across all brands, January 2014-March 2016
                                                                                                  • …yet few switch provider
                                                                                                    • British Gas dominates
                                                                                                      • Figure 63: Favouritism and commitment towards energy provider brands, July 2015
                                                                                                    • Frequent usage high among bigger brands
                                                                                                      • Figure 64: Top energy provider brands, by usage described as “All the time”, July 2015
                                                                                                    • Inertia evident within the energy sector
                                                                                                      • Figure 65: Proportion of lapsed users in the energy provider category, July 2015
                                                                                                  • Beauty and Personal Care

                                                                                                    • Functionality beats glamour on favouritism
                                                                                                      • Male grooming brands on the rise
                                                                                                        • Figure 66: Top 10 BPC brands, by agreement with “This is a favourite brand”, January 2014-March 2016
                                                                                                      • Biggest brands in their categories earn wide appeal
                                                                                                        • Figure 67: Top 10 BPC brands, by commitment (net agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-March 2016
                                                                                                      • Gillette and Colgate earn high frequent usage too
                                                                                                        • Niche BPC brands create reason for frequent usage
                                                                                                          • Figure 68: Top 10 BPC brands, by usage described as “All the time”, January 2014-March 2016
                                                                                                        • Branded chosen over own-label in most beauty categories
                                                                                                          • Figure 69: Usual brand preferences of beauty products, December 2014
                                                                                                        • Boots No7 the standout
                                                                                                          • Figure 70: Brand favouritism and commitment towards own-label beauty brands, January 2014-March 2016
                                                                                                        • Niche brands struggle to maintain customers
                                                                                                          • Figure 71: Top 10brands, by lapsed users in the beauty and personal care sector, January 2014-March 2016
                                                                                                      • Media

                                                                                                        • Readership of magazines and newspapers in decline
                                                                                                          • Newspapers’ political stances ensure more tribal loyalty
                                                                                                            • Daily Mail online content cements favouritism
                                                                                                              • Figure 72: Top 10 media brands, by agreement with “This is a favourite brand”, January 2014-March 2016
                                                                                                            • Newspapers are divisive
                                                                                                              • Figure 73: Top 10 media brands, by commitment (net agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-March 2016
                                                                                                            • The Times’ paywall results in lower usage than favouritism suggests
                                                                                                              • Niche Men’s Health has more frequent readership than level of commitment shown
                                                                                                                • Figure 74: Top 10 retail brands, by usage described as “All the time”, January 2014-March 2016
                                                                                                              • Magazines have higher proportion of lapsed readers
                                                                                                                • Figure 75: Top 10 brands, by lapsed users in the media sector, January 2014-March 2016
                                                                                                            • Technology Products

                                                                                                              • Ecosystems could help create inertia to switching
                                                                                                                • Figure 76: Reasons for choosing smartphone owned, November 2014
                                                                                                              • Google and Apple have a real advantage
                                                                                                                • Figure 77: Top 10 technology product brands, by agreement with “This is a favourite brand”, January 2014-March 2016
                                                                                                              • Apple promotes strong emotions
                                                                                                                • Google has potential to extend its influence
                                                                                                                  • Figure 78: Top 10 technology brands, by commitment (net agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-March 2016
                                                                                                                • Constant interaction with devices drives high frequency of brand usage
                                                                                                                  • Figure 79: Top 10 technology brands, by usage described as “All the time”, January 2014-March 2016
                                                                                                                • Users also loyal to operating systems
                                                                                                                  • Figure 80: Favouritism and commitment within operating system brands, January 2014-March 2016
                                                                                                                • Brands must maintain reputation for innovation
                                                                                                                  • Premium headphones brands struggle to maintain user base
                                                                                                                    • Figure 81: Top 10 brands, by lapsed users in the technology product sector, January 2014-March 2016
                                                                                                                • Fashion

                                                                                                                  • Fashion dependent on exclusivity
                                                                                                                    • Lack of engagement and similar proposition limits favouritism
                                                                                                                      • Figure 82: Top 10 fashion brands, by agreement with “This is a favourite brand”, January 2014-March 2016
                                                                                                                    • Premium fashion brands create commitment without active engagement
                                                                                                                      • Figure 83: Top 10 fashion brands, by commitment (net agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-March 2016
                                                                                                                    • Despite low usage, Rolex performs strongly across metrics
                                                                                                                      • Figure 84: Top 10 fashion brands, by usage described as “All the time”, January 2014-March 2016
                                                                                                                    • Exclusivity limits high proportion of lapsed users
                                                                                                                      • Figure 85: Top 10 brands, by lapsed users in the fashion retail sector, January 2014-March 2016
                                                                                                                  • Household

                                                                                                                    • Own-label affects loyalty towards brands in some household markets
                                                                                                                      • Figure 86: Branded versus own-label product purchasing for household care products, April 2015
                                                                                                                    • Fairy’s performance particularly impressive
                                                                                                                      • Yankee Candle adds glamour to functional category
                                                                                                                        • Figure 87: Top 10 household care brands, by agreement with “This is a favourite brand”, January 2014-March 2016
                                                                                                                      • Branded washing-up liquids seen as more effective
                                                                                                                        • Dyson benefits from style and reach
                                                                                                                          • Figure 88: Top 10 household care brands, by commitment (net agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-March 2016
                                                                                                                        • Niche household brands have small band of loyal followers
                                                                                                                          • Figure 89: Top 10 household care brands, by usage described as “All the time”, January 2014-March 2016
                                                                                                                        • Lack of upbeat brand image causes customer drift
                                                                                                                          • Figure 90: Top 10 brands, by lapsed users in the household care sector, January 2014-March 2016
                                                                                                                      • Home

                                                                                                                        • Brand important in choice of next fridge
                                                                                                                          • Figure 91: Factors influencing choice of next fridge, January 2015
                                                                                                                        • Pyrex follows up high level of trust with strong favouritism
                                                                                                                          • Figure 92: Top 10 home brands, by agreement with “This is a favourite brand”, January 2014-March 2016
                                                                                                                        • Le Creuset’s lifetime guarantees promote commitment
                                                                                                                          • Figure 93: Top 10 home brands, by commitment (net agreement with “This is a favourite brand” and “I prefer this brand over others”), January 2014-March 2016
                                                                                                                        • White goods regularly used
                                                                                                                          • Figure 94: Top 10 home brands, by usage described as “All the time”, January 2014-March 2016
                                                                                                                        • Smeg’s lower recommendation ties in with fewer repeat purchases
                                                                                                                          • Figure 95: Top 10 brands, by lapsed users in the home sector, January 2014-March 2016
                                                                                                                      • Factors Influencing Loyalty – What You Need to Know

                                                                                                                        • Consumer attitudes are different to behaviour
                                                                                                                          • Other factors come into play
                                                                                                                            • Energy and finance sectors lack reputation for customer service
                                                                                                                              • Some brands used on basis of necessity rather than experience
                                                                                                                              • Trust in Brands

                                                                                                                                • Correlation between trust and commitment…
                                                                                                                                  • Figure 96: Agreement with “A brand that I trust”, by commitment, January 2014-March 2016
                                                                                                                                • …but trust does not necessarily determine frequent usage
                                                                                                                                  • Figure 97: Agreement with “A brand that I trust”, by users who describe their usage as “All the time”, January 2014-March 2016
                                                                                                                              • Brand Differentiation

                                                                                                                                • Consumers align themselves with differentiated brands…
                                                                                                                                  • Figure 98: Perceived differentiation, by commitment, January 2014-March 2016
                                                                                                                                • …but little difference when it comes to frequent usage
                                                                                                                                  • Figure 99: Perceived differentiation, by users who describe their usage as “All the time”, January 2014-March 2016
                                                                                                                              • Customer Service

                                                                                                                                • Accessibility influences link between customer service and commitment
                                                                                                                                  • Figure 100: Perceived great customer service, by commitment, January 2014-March 2016
                                                                                                                                • Little link between customer service and frequent usage
                                                                                                                                  • Figure 101: Perceived great customer service, by users who describe their usage as “All the time”, January 2014-March 2016
                                                                                                                              • Brand Satisfaction

                                                                                                                                • Few brands have satisfaction of lower than 50%
                                                                                                                                  • Figure 102: Positive satisfaction (net of “good” or “excellent”), by commitment, January 2014-March 2016
                                                                                                                                • Energy sector is an outlier
                                                                                                                                  • Figure 103: Positive satisfaction (net of “good” or “excellent”), by users who describe their usage as “All the time”, January 2014-March 2016
                                                                                                                              • Brand Recommendation

                                                                                                                                • Inertia even influences brands with lower likely recommendation
                                                                                                                                  • Figure 104: Recommendation, by commitment, January 2014-March 2016
                                                                                                                                • Concern for Vodafone and TalkTalk
                                                                                                                                  • Figure 105: Recommendation, by users who describe their usage as “All the time”, January 2014-March 2016
                                                                                                                              • Cross-category Comparison – What You Need to Know

                                                                                                                                • Aldi and Lidl growth not just based on price
                                                                                                                                  • While still cautious, more consumers are ready to engage with finance brands once more
                                                                                                                                    • Preference and usage of technology brands still on the rise
                                                                                                                                      • iOS benefiting from increasing influence of operating systems
                                                                                                                                      • Aldi and Lidl Increasing Emotional Bond

                                                                                                                                        • Shift in supermarket preference
                                                                                                                                          • Figure 106: Proportion of users who describe their usage as “All the time”, August 2012-August 2015
                                                                                                                                        • Change in habits not solely linked to price
                                                                                                                                          • Figure 107: Brand commitment (agreement with “This is a favourite brand” and “I prefer this brand over others”) shown towards supermarkets, August 2012-August 2015
                                                                                                                                      • Finance Brands: Re-engaging with Consumers

                                                                                                                                        • Increase in trust reflected by increase in commitment
                                                                                                                                          • Banking brands showing promise…
                                                                                                                                            • …but it is taking longer for some
                                                                                                                                              • Figure 108: Brand commitment shown to selected high street banks, January 2012-November 2015
                                                                                                                                            • Upturn in fortunes not limited to banking brands
                                                                                                                                              • Figure 109: Brand commitment shown to selected price comparison websites, April 2012-May 2015
                                                                                                                                            • Insurance brands also increasing proportion of commitment
                                                                                                                                                • Figure 110: Brand commitment shown to selected insurance specialists, January 2012-November 2015
                                                                                                                                            • Technology Users Bound to Their Devices

                                                                                                                                              • Technology changing attitudes towards brands
                                                                                                                                                • Figure 111: Apple and Samsung brand favouritism and commitment, November 2011-November 2015
                                                                                                                                              • Frequent usage also increasing
                                                                                                                                                • Figure 112: Usage of Apple and Samsung described as “All the time”, November 2011-November 2015
                                                                                                                                              • Operating systems become as important as handsets
                                                                                                                                                • iOS benefiting the most
                                                                                                                                                  • Figure 113: Operating system favouritism and commitment, December 2013-November 2015
                                                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                • Data sources
                                                                                                                                                  • Abbreviations
                                                                                                                                                  • Appendix – Brands Covered

                                                                                                                                                    Companies Covered

                                                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                                                    Loyalty and Brands - UK - April 2016

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