September 2nd, 2022, Fiona Robinson
YouGov’s latest rankings reveal the brands consumers were most likely to recommend to a friend or colleague
Streaming giant Netflix has once again topped YouGov’s Recommend Rankings, retaining its title as the most recommended brand in Hong Kong for 2022 with 79.4% of its consumers recommending it to others. Shopping and entertainment platform HKTVmall was a close second (76.9), similarly retaining its 2021 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.
Japanese clothing retailer Uniqlo was the next most recommended brand (75.8), followed by CHANEL (Personal Care) and CHANEL (Fashion) with Recommend scores of 75.3 and 75.0 respectively.
Next was Amazon (74.7), which fell from third place in 2021 to rank sixth this year, then Nike (74.5).
Beauty brand SK-II followed closely in eighth (74.2). Adidas (73.4) and Apple (73.0) 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 rewards programme Octopus Rewards, with an improved score of +13.6 points.
Flight carrier Cathay Pacific (+9.7 points); My Starbucks Rewards (+6.8 points); and travel site Booking.com (+6.6 points) were next on the Improvers’ list, with social media platform Twitter rounding off the top five most improved (+6.4 points).
Next on the Improvers’ list was entertainment channel ViuTV (+6.3 points), payment card services corporation American Express (+6.0 points) and online retailer Tmall (+5.9 points).
Local public transportation network MTR and McDonald’s subsidiary McCafé completed the Improvers’ list with improved scores of +5.6 points and +5.4 points respectively.
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