Singapore’s Most Talked-About Brands (May 2024)

Samsung has registered the biggest boost in Word of Mouth (WOM) Exposure in Singapore for the month of May 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 smartphone maker saw an uplift of almost seven percentage points during the four-week period.

In collaboration with telecommunications company Singtel, Samsung recently showcased the AI-powered live translation features of its latest Galaxy S24 Ultra handset through a campaign film titled “AI Do”.

According to data from YouGov BrandIndex, Samsung’s WOM Exposure score rose from 24.6 on 5 May to 31.3 by 29 May. 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, fashion retailer Uniqlo recorded a 6.4-point spike in WOM Exposure from 27.1 on 2 May to 33.5 by 20 May, while DBS bank saw its WOM Exposure climb 6.1 points from 27.3 on 1 May to 33.4 by 30 May.

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 Singapore from 1 to 31 May 2024. 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. Learn more about BrandIndex.

Cover Photo from Samsung