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Apple Music in fifth place in brand intimacy study

03 May 2019 2

Apple Music which was the number one in MBLM’s Brand Intimacy survey last year. However, this year Apple Music has slipped to the number five, being overtaken by Spotify and several others.

MBLM’s Brand Intimacy study compares apps and social platforms and measures the “emotional science” of the bonds people form with brands. Every company or platform is given a quotient based on the survey responses.

Pinterest was on the number one spot this year, followed by Spotify, Pandora, Instagram, and Apple in that order. Social networking giant Facebook was on the sixth spot, followed by Snapchat, Uber, Airbnb, and Venmo.

The study found Spotify was the number one brand among men, while Pinterest was number one among women. In February, MBLM’s broader intimacy test placed Apple on the third spot. In previous years, the Cupertino giant has topped the overall list based on factors like identity, fulfillment, and nostalgia.

“Although a ubiquitous part of our daily routine, apps & social platform brands continued to underperform in our 2019 study,” stated Mario Natarelli, managing partner, MBLM. “These brands are perceived as free utilities. They rank lowest in the smartphone ecosystem and now trust is emerging as a key challenge as these brands try to mature. However, strong performers such as Pinterest are creating powerful bonds – especially with women.”

MBLM surveyed a total of 6,200 consumers across the United States, Mexico, and the United Arab Emirates aged between 18 and 64 years.


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