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e-Brands Face Trust Shuffle: Brand Trust Report Google leads for fifth year; Facebook falls; Twitter misses the bus

Mumbai. 12th March, 2015: For the fifth consecutive year, Google, the American multinational specializing in internet-related services and products has been declared the Most Trusted Internet Brand by The Brand Trust Report, India Study, 2015.Amazon, the online shopping portal, saw a new appearance in the 2015 trust rankings coming in at 146th rank overall and 2nd rank in the Internet category. Snapdeal grabbed the third position in the Internet category jumping 917 ranks to 174thrank across India. The online shopping portals increasing popularity indicate a rising usage of online shopping as a definitive medium of shopping, given its convenience and cost advantages. Flipkart rose nearly 900 ranks to overall rank 212nd. This rising popularity however does not manifest in other internet related categories – a startling example being the social networking website Facebook, which sees a decline of 12 ranks in 2015.

These revelations were a result of The Brand Trust Report, India Study – 2015, the fifth in its series, published by TRA (formerly known as Trust Research Advisory), a leading research organization dedicated to brand analytics. This year’s study involved 13000 hours of fieldwork covering 2373 consumer-influencers across 16 cities in India and generated 5 million datapoints and 19,000 unique brands from which the top 1000 brands have been listed in this year’s report. The 190 page, hardbound report is available for Rs. 14000/-.

Commenting on this sudden flurry of activity in the internet category, N. Chandramouli, CEO, TRA stated, “The medium of internet is completely disruptive and it not surprising that the e-brands see upheavals in trust also. Something new is happening all the time and engaging consumers has never been so challenging as well as exciting before this. Internet brands today need to be very careful given that there are online conversations happening beyond the knowledge and control of the brand. There is always something new happening. This year there are some new entrants to the trust list in the internet category such as RedBus.in in Online bus booking, Zivame in Online lingerie store and Hopscotch.in in Online baby products.”

Notable mention is the 592 rank fall that is seen by Yahoo, a brand once the closest competition to Google. Wechat and Line, social networking apps too have not made an impact while the only surviving brand in the category WhatsApp falls by 200 ranks. Social media platform Twitter is a no-show in this year’s listings.

It is interesting to note that of the 31 brands listed in Internet category in 2014 only 13 brands have been able to make it to the top 1000. Also an additional 7 new entrants in the category draw up the total number to 20 internet brands, moving away from the trend of the growth of Internet related brands each year. 

About The Brand Trust Report, India Study – 2015:

The Brand Trust Report, India Study, 2015 (ISBN: 978-81-920823-8-7), the fifth in the series, is the result of a primary research based on the proprietary 61-component Trust Matrix. This year’s research was conducted among 2373 consumer-influencers across 16 cities, and generated nearly 5 million datapoints and 19,000 brands, making it the most intensive study on Brand Trust across the globe.

All India Listings: http://www.trustadvisory.info/allindia_2015.htm

Category-wise Listings: http://www.trustadvisory.info/Category%20wise%20listing-2015.html

About TRA (formerly Trust Research Advisory):

TRA, a Comniscient Group company, is an actionable insights and brand intelligence company dedicated to understanding and analyzing stakeholder behaviour through two globally acclaimed, proprietary matrices of Brand Trust and Brand Attractiveness. TRA was conceived in 2008 to decipher, analyze and measure Brand Trust, to make it universally understood and easily applied. TRA conducts primary research with consumers and other stakeholders to assist business decisions and give brands insights on solutions to consumer behaviour. TRA provides Competitive Intelligence Reports mined from its 11 million data-points on brand intangibles of 20,000 brands, and also undertakes custom-made studies for brands. TRA is the publisher of The Brand Trust Report, India’s Most Attractive Brands & India’s Most Trusted Educational Institutes. Its other group companies include Blue Lotus Communications, Blue Bytes News and i9 Communications.

Internet Infographic BTR2015

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Google is India’s Most Trusted Internet Brand, Facebook is a close second. Ebay is most trusted in Online Shopping and Naukri leads among internet services

21st February, 2013. Mumbai. Google this. Facebook that. These are just a few of the several Internet brands which have become ubiquitous verbs. And, as the increasing number of new entries into the Most Trusted Internet Brands list shows, India is contributing much to this changing grammar for sure. One significant change is that the number of brands represented in the Internet category this year has gone up from just 14 in 2012 to 25 this year showing a direct increase in the trust internet based exchanges have begun to garner. The Brand Trust Report, India Study – 2013, is the third in its series researched and published by Trust Research Advisory. This year’s research was conducted in 16 cities generating 19000 unique brands across 211 categories. Trust Research Advisory is a part of the Comniscient Group, a group of India’s largest non-advertising based communication businesses.  

Google remains India’s Most Trusted for the third year in a row, but it is noteworthy that the gap with the 2nd ranked Facebook is a miniscule 3%. An analysis of the All India Most Trusted ranks shows that Google (All India rank 44) fell 13 ranks and Facebook (All India rank 48)  gained 17 ranks to bridge the gap. Yahoo still stood as the 3rd Most Trusted Internet brand despite its 62 rank fall in All India Brand Trust rank. Google’s Orkut, steadied at 4th rank despite a significant fall in daily visitors from India. Ebay follows as India’s 5th Most Trusted Internet brand with a very small difference in BTI from the previous. The top six of last year are repeated in the same order this year as well.

N. Chandramouli, CEO, Trust Research Advisory observed on the trend and said, “Two reasons online brands rely significantly on trust more than any other. Firstly, the exchanges are without any physical interface, and secondly, the online world is cluttered with choices that make loyalty ephemeral. With most of the new brands entering the Most Trusted list this year being from Online Shopping or Internet Services, there will be no stopping this sub-category from seeing accelerated growth over the next 12 months.”

The leaders in the various sub-categories are Naukri leading in Internet Services, Youtube in Online Sharing, Ebay in Online Shopping, Google in Internet Tools and Facebook in Social Networking. A study of the number of brands in each sub-categories  shows that Internet Tools is represented by nine brands, Online Shopping by eight brands, Social Networking by four brands and Online sharing and Online Services by two brands each.

 

About Trust Research Advisory:

Trust Research Advisory (TRA), a part of the Comniscient Group, is a company dedicated to understanding and simplifying concepts related to Trust. TRA was conceived in 2008 to decipher, analyze and measure Brand Trust, to make it universally understood and easily applied. The organization’s focus areas include Research, Publishing, Trust Training, and Licensing. Committed to create metrics for efficient resource allocation for brands spends, TRA owns the global copyrights for the Brand Trust matrix. TRA launches The Brand Trust Report in the beginning of every year and the current issue is the third in the series. 

About The Brand Trust Report, India Study – 2013:

The Brand Trust Report, India Study, 2013 (ISBN: 978-81-920823-4-9), is the result of a primary research based on the proprietary 61-component Trust Matrix, created after several hundred hours of research with sociologists, communication experts and behavioural scientists. This year’s research was conducted among 2505 influencer-respondents across 16 cities, and generated nearly 3 million datapoints and 19000 brands, making it the most intensive study on Brand Trust across the globe.

For more information, please contact:

Sachin Bhosle/ Pritam Shah

9820464688 / 9870560866

sachin@trustadvisory.info/ pritam@trustadvisory.info

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