On October 16, 2023, Disney marked its 100th anniversary, a significant achievement for the entertainment behemoth. And the brand’s parks have played a vital role in that longevity, bringing the ‘House of Mouse’ to life for fans since the first opened its doors in 1955.
Data from YouGov BrandIndex, spanning from October 15, 2021, to October 15, 2023, showcases Disneyland's standing among Americans across five key metrics: Impression, Satisfaction, Quality, Reputation, and Recommend. Across these, Disneyland consistently surpassed the average scores of all amusement parks YouGov tracks.
Breaking down the metrics:
Additionally, there's been a discernible rise in the Current Customer score, which measures the share of consumers who say they have bought leisure service in the past 12 months. As Disney has bounced back firmly from the depression of scores witnessed during the pandemic, it is noticeable that scores for consumers with a family income of $100k+ have doubled, moving from 4.6 in 2021 to 10.5 in 2023. For a broader perspective, scores for all US adults rose by 1.4 points during the same period.
So, Disney remains an iconic and popular brand – but just how good is it at converting its high levels of awareness into consumers? We looked at purchase funnel conversion for its parks, as well as its stores to find out.
Disneyland
Transitioning to the retail side, the 2023 metrics of Disney Store are as follows:
As Disney celebrates its 100th anniversary, the metrics underscore its appeal and strong purchase intent among consumers. More recent acquisitions like Lucasfilm and Marvel aim to reinforce this position and prepare the House of Mouse for another 100 years of household fame. At the moment, the brand is looking good for it.
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YouGov BrandIndex collects data on thousands of brands every day. Scores are based on an average daily sample size of minimum 100 US adults between October 15, 2021 – October 15, 2023. The figures are based on a 02-week moving average. Learn more about BrandIndex.