October 19th, 2023, Bhawna Singh
Al Ain registered the biggest boost in word of mouth (WOM) exposure in the UAE for the month of September 2023 of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that the proportion of people who are talking about the beverage brand saw an uplift of 7.7 percentage points during the four-week period.
According to data from YouGov BrandIndex, Al Ain’s WOM exposure score rose from a low of 21.8 on September 1 to a high of 29.5 by September 28. WOM exposure is a BrandIndex metric that measures the percentage of people who have spoken with their family or friends about a particular brand in the previous two weeks.
Additionally, e-commerce giant Amazon recorded a 7.5-point spike in WOM exposure from 45.8 on September 8 to 53.3 by September 30, while Armani saw its WOM exposure climb 6.9 percentage points between September 3 and 26.
Methodology
YouGov BrandIndex collects data on thousands of brands every day. A brand’s WOM exposure score is based on the question: “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online or through social media)?” (% Yes). Data from surveys of adults aged 18 years and above residing in UAE from September 1–30, 2023. WOM exposure scores are based on a four-week moving average, with the change in scores for each brand calculated by taking the difference between the highest and lowest scoring days within the period.