E-commerce platforms Tokopedia and Shopee lead YouGov’s Recommend Rankings 2022 in Indonesia
YouGov’s latest rankings reveal the brands consumers were most likely to recommend to a friend or colleague
Home-grown Tokopedia has topped YouGov’s Recommend Rankings for 2022 – after ranking just sixth last year – with 90.2% of its consumers in Indonesia recommending it to others. But competition for the top spot was fierce, with fellow e-commerce platform Shopee a close contender (88.6 points) and maintaining its second place position.
The rankings are based on YouGov BrandIndex’s positive Recommend score, which measures the percentage of a brand’s customers who would recommend it to a friend or colleague.
Tech brands Samsung (88.2) and Apple (Mobile Devices) (87.9) were the next two most recommended brands – as they also were in 2021 – followed by streaming service Netflix (87.3), which was ranked tenth last year.
2021’s front-runner, national carrier Garuda Indonesia, ranked just outside the top five with a Recommend score of 87.0, followed by local bank BCA and Apple (Consumer Electronics), which had scores of 86.6 and 85.6 respectively.
Local noodle brand Indomie (85.4) and German-headquartered financial services company Allianz (84.9) rounded off the top ten.
Alongside the overall rankings, YouGov also released the ten “most improved” brands over the past year. This was led by web browser Microsoft Edge, which achieved an improved score of +10.4 points.
Flight carrier Batik Air and streaming platform weTV iflix were a close second and third, with improvements of +8.8 points and +8.7 points respectively.
Convenience store chains Alfamidi (+6.9 points) and Lottemart (+6.4 points), together with telco providers IM3 (+6.9 points), Indosat (+6.4 points) and XL Axiata (+5.7 points) also made an appearance on the Improvers’ rankings, as did restaurant Solaria (+6.3 points) and social media platform TikTok (+6.2 points).
Want to see how other markets compare? Download the global rankings.
Methodology:
Each day consumers are asked about their views on brands across various markets, which allows YouGov to build a picture of how these brands are perceived by the general public.
The rankings are based on YouGov BrandIndex’s positive Recommend score, which measures the percentage of a brand’s customers who would recommend it to a friend or colleague.
Every brand in our Rankings has a minimum sample of *300 and has been tracked for at least 6 months, with all scores being rounded to a single decimal place.
The Rankings data can be further developed with YouGov Recommend+, a fresh approach to understanding consumer advocacy. YouGov Recommend+ is a highly cost-effective NPS® diagnostics approach that gives marketers the full picture on what drives existing and potential promoters by speaking directly to those customers who recommend your brand.
The rankings show the brands with the highest average Recommend score between 1 June 2021 - 31 May 2022 compared to 1 June 2020 - 31 May 2021. The scores are representative of the general population of adults 18+ (some are online representative).
*100 for DK, NO, FI, SE & NZ due to market size