Apple surpasses Amazon to become the brand most connected to by North American female consumers

It is reported that during the epidemic, Apple has received high praise for establishing a good emotional bond with female consumers .

Apple topped the list for women in MBLM's "Brand Intimacy COVID Study," which analyzes brands based on their emotional connections during the pandemic . Amazon and Toyota ranked second and third, respectively. The study defines brand intimacy as the emotional science of measuring the bonds consumers form with the brands they use and love.

Women of different ages have different consumption needs: the top three brands for millennial women are Apple , Amazon and Target. Women aged 35-54 prefer Amazon , Disney and Apple, and women aged 55-64 list Hershey , Coca-Cola and Samsung as top brands.

In addition, annual income is also an influencing factor in brand preference. The top three brands for women with an annual income between $35,000 and $75,000 are Apple , Amazon and Toyota , and the top three brands for women with an annual income between $75,000 and $150,000 are Apple , Amazon and Ford . In addition, in terms of revenue growth , profit growth and stock price, intimate brands continue to clearly lead leading brands in the Fortune 500 and S&P 500 indices.

“Retail brands in particular have upped the performance of women during COVID-19,” said Rina Plapler, MBLM partner. “We believe this shows that women are responsible for both online ordering and curbside pickup, especially in the early days when retail brands served as a community lifeline, providing essentials to those in need.”

Other notable findings include :

•According to the study, Apple is the brand that women can’t live without the most, with 49% of respondents saying they can’t live without the brand.

•Zoom is the top brand women are using to increase emotional connection during COVID.

•Facebook is the brand women use most during COVID.

•Purell is the brand women are most willing to pay 20% more for.

•Hershey is the top brand for indulging women.

•Apple is the top brand for women’s fulfillment and empowerment.

•Facebook is the top brand for female etiquette.

•Campbell is the top brand for nostalgia among women.