Amazon is Americans' favorite company in new survey

A recent survey carried out by Morning Consult in the United States on favorite brands chose Amazon as the favorite company of North Americans. The company of Jeff Bezos appeared in the top six in all search segments.

The study, which interviewed people of different ages and profiles, also found some other interesting results.

To begin with, young people from Generation Z have the most distinct preferences among the groups analyzed.

Of the top 25, 13 companies are unique, while the Baby Boomers It is Generation X there are only 6. Furthermore, they tend not to evaluate companies so positively.

In terms of brands, the Nike is the preferred choice of Millennials and “Z's” for clothes.

The company last year became involved in the controversy over the North American national anthem and the player Colin Kaepernickwho took a political stance during the games.

This alienated older, more conservative consumers and brought the company closer to younger, more engaged generations.

In terms of reliability, technology companies, even with all the reports of data handovers and leaks in recent years, are the most trustworthy. Are they: UPSP, Amazon, UPS, Google It is FedEx. The other companies that appear in the top 5 are postal services and deliveries.

A Google, in fact, positions itself even better if its products are evaluated separately. Including services like Gmail, Drive, YouTube and others, the company retains 3 of the 4 first positions general, 6 of the top 25 general, and 6 in the top 10 from the Generation Z.

Despite this, the companies with the greatest chance of being recommended are Netflix It is Chick-Fil-A. Considering the current growth of streaming services, word of mouth will make a huge difference to the Netflix In the next years.

Still on the most recommended, the Chick-Fil-A, a chicken-based fast-food chain, shows how, despite the growing healthy living movement, Americans still prefer sweets and fatty foods. Other networks mentioned were Oreo, Hershey's It is Doritos.

Favorite brands rating

In the overall evaluation of brands, the top 10 looks like this:

1. Amazon;
2. Google;
3. Netflix;
4. UPS;
5. Home Depot;
6. USPS;
7. Hershey's;
8. FedEx;
9. Dollar Tree;
10. Cheerios.

Where technology companies occupy the first places, due to their communication strategies with the market, and market networks, postal services and food occupy the remaining positions.

A Amazon Not only is it Americans' favorite brand, but the company proved to be unshakable during the research period.

The prospecting period lasted from January to February 2019, amidst the personal image crisis of Jeff Bezoswho is going through a divorce due to betrayal and was being blackmailed by another company because of intimate photos.

59% of people think Amazon has a positive impact in the region when they open a warehouse or office, and 72% support an office change central to the region where they live.

The company also appears in all of the top 6 categories analyzed.

Check out the top 10 audience segmentations analyzed below and quick insights into each of them.

Brand preference segmentation by gender:

Women:

1. Google;
2. Amazon;
3. Netflix;
4. Dollar Tree;
5. UPS;
6. Home Depot;
7. USPS;
8. Hershey's;
9. Bath & Body Works
10. Dove.

Profile extremely similar to that of the general top 10, except for the last positions, which feature cosmetics and bath and beauty product companies.

Men:

1. Amazon;
2. Google;
3. Netflix;
4. UPS;
5. USPS;
6. Home Depot;
7. Samsung;
8. FedEx;
9. YouTube;
10. Hershey's.

Despite some changes, the companies remain in the same segments as the top 10 overall, such as technology and retail.

Brand segmentation by economic/geographic criteria:

Urban consumer:

1. Google;
2. Netflix;
3. Amazon;
4. YouTube;
5. Dollar Tree;
6. UPS;
7. USPS;
8. Home Depot;
9. Target;
10. Samsung.

Big focus for technology, retail and postal services companies. Current consumption and companies that update regularly.

Suburban consumer:

1. Amazon;
2. Netflix;
3. Google;
4. Home Depot;
5. UPS;
6. Lowe's;
7. Target;
8. USPS;
9. Hershey's;
10. FedEx.

The big difference in the suburban is the Lowe'sconstruction materials company.

This can be explained by the constant presence of civil construction in North American suburbs, where there is always demand for new homes, unlike centers and large cities where civil construction is carried out by large companies for larger buildings and structures.

Rural consumer:

1. UPS;
2. Amazon;
3. Dollar Tree;
4. Hershey's;
5. Google;
6. Walmart;
7. Netflix;
8. FedEx;
9. Metro;
10. Dollar General.

The rural consumer presents a very different profile from the urban and suburban ones, for clear reasons. A UPS occupies first place due to the need for postal delivery of most products, as it is more difficult to find them in the interior.

Dollar Tree It is Dollar Generalretail companies focused on low-priced products for less favored classes, also speak to the profile of small-scale farmers or ranchers in the southern states of the USA.

Elite consumer:

1. Amazon;
2. Costco;
3. Home Depot;
4. Netflix;
5. AAA;
6. Lowe's;
7. Google;
8. UPS;
9. FedEx;
10. Chick-fil-A.

For the elite consumer, brands like Costco (sales club), AAA (automotive association) are the highlight in the top 10. Construction retailers (Home Depot It is Lowe's) also appear as proof of the demand for the service from wealthier classes.

A Amazondespite the different economic groups, remains omnipresent in the top 3.

Brand segmentation by age/culture:

The consumption and personality profile of North Americans is often divided according to the periods of birth in the country. Baby Boomers are those born after the Second World War, between 1945 and 1960. A Generation X comes next, from 1960 to 1980. You Millennials are the generation between 80 and 90. A Generation Z is the profile of 90 to 2010.

Baby Boomers:

1. UPS;
2. Home Depot;
3. USPS;
4. Lowe's;
5. FedEx;
6. Amazon;
7. Hershey's;
8. AAA;
9. Tide;
10. Cheerios.

Right from the start, the difference between this audience and the general top 10 becomes clear, with the stronger presence of home retail brands, food companies and Tide (laundry products company).

In this group, the Amazon has its lowest position, but still appears in the top 6.

Generation X:

1. Google;
2. Amazon;
3. Netflix;
4. UPS;
5. Home Depot;
6. Hershey's;
7. Cheerios;
8. USPS;
9. Android;
10. FedEx.

A Generation X it already has a profile much more similar to the top 10 general brands, and has 9 of the 10 on its list.

Millennials:

1. Netflix;
2. Google;
3. Amazon;
4. YouTube;
5. Target;
6. Nintendo;
7. Dollar Tree;
8. Samsung;
9. Android;
10. UPS.

To the Millennialsgreater presence of companies related to hardware technology, such as Nintendo and the Samsung. The focus for this generation is technology, especially because it grew up with the development of the internet and personal computers.

Generation Z:

1. Google;
2. Netflix;
3. YouTube;
4. Amazon;
5. Oreos;
6. PlayStation;
7. Walmart;
8. Target;
9. Doritos;
10. Nintendo.

This generation will be the consumer public of the coming decades, and its younger profile also shows some brands of non-priority products, such as video games (Playstation It is Nintendo) and favorite food companies (Doritos It is Oreo).

The first three show the relationship with technology, and point out another factor: the insertion of YouTube into the lives of young people up to 25 years old.

The trend is for audio and video content to grow even more in the coming years, and the presence of the video platform for this niche is evidence of this.

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