Australians favour overseas brands, report reveals

Wednesday, 28 September, 2016

The NetBase Top 50 Brand Love List reveals that Australians prefer overseas brands to home-grown companies.

The report shows that Instagram is the most popular brand in Australia. Telstra was the first Australian company to make the list, ranking at only number 11.

“Australians have a real love and passion for connectivity and social media, with social media and SMS and technology industries featuring heavily in the top 10 Love List,” said NetBase Chief Marketing Officer Paige Leidig. “It could be due to Australia being so far away from the rest of the world geographically that Aussies love the way social channels keep them connected to the rest of the world. This is quite different from the UK counterparts who tend to favour more luxury brands such as Chanel and Christian Dior.”

Although it is commonly perceived that Australians dislike telcos, the report showed that both Telstra and Optus were ranked in the top five Australian brands.

The automotive (16%), retail (16%) and technology (14%) industries feature most prominently within the overall Australian Top 50 Brand Love List; however, that number is not reflected in the volume of positive mentions. Social media and SMS (71%) take up a significant piece of the pie, ahead of e-commerce (8%).

“Woolworths is still winning the war on social against rival Coles in the NetBase Love List, with customers discussing the greatest value they can get from their Woolies supermarkets. Airlines Qantas and Virgin Australia and financial services Macquarie, Westpac, ANZ also featured heavily in the home-grown ranking,” said Leidig.

Top 10 global brands loved by Australians: