iPhone, Huawei, and Samsung record strong Ad Awareness gains in Singapore

iPhone has registered the biggest increase in advertising awareness in Singapore for the month of September, 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 Ad Awareness of iPhone saw an uplift of 9.3 percentage points over the four-week period.

The new iPhone 16 series was launched during this time. According to YouGov BrandIndex, iPhone’s Ad Awareness score increased from 34.5% on 27 August to 43.7% by 25 September. Ad Awareness measures the percentage of people who have seen a brand’s advertisement in the past two weeks.

Huawei also saw a significant rise in Ad Awareness, jumping by 8.8 points from 5.8% on 1 September to 14.5% by 25 September. The brand introduced a trifold phone during this period, attracting 4 million pre-orders.

Samsung’s Ad Awareness increased by 7.9 points, from 29.5% on 30 August to 37.4% by 17 September. The company is expected to launch it's Galaxy Z Fold 6 (Special Edition) in the coming months.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). Data from surveys of adults aged 18 years and above residing in Singapore from 26 August to 25 September 2024. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period.