Amazon and Google top UK’s most useful brand list – but BBC and M&S closing the gap

Amazon, Google, Poll, Polls


A poll of over 2,300 adults commissioned by digital product and service studio 383 has revealed that Brits see Amazon as the brand that does the most to make their lives easier through digital technology. Well over 1 in 2 respondents said that Amazon was one of the most useful brands in their digital lives, while Google received 49% of votes from respondents and Apple 26%.

The BBC was the best-performing non-digital-native brand in the 383 survey, with 29% of respondents voting it one of the brands most useful to their digital lives. The next best performing traditional brand was Marks & Spencer, which garnered votes from 8% of respondents. 383 commissioned the survey to mark the launch of its Useful Brands Playbook, a new publication which takes a practical look at how organisations can succeed in an era of changing customers, technology and culture.

Says John Newbold, Co-Founder at 383: “Amazon has won a place in Brits’ hearts with its intensely customer-centric approach, and its ability to deliver a great customer experience around its core products. As you would expect, our research shows that there’s a gap between the digital usefulness of ‘native’ online brands like Amazon and Google, and traditional brands like the BBC, M&S and Boots.

“But it also shows that that gap is closing – the BBC in particular has thrived by adopting digital ecosystem thinking and demonstrating a clear awareness of the types of digital customer experiences which enrich people’s lives. Overall though, the message is clear: no brand can now afford to neglect designing and delivering great digital customer experiences – regardless of whether or not they’re a technology company.”

Brands most useful to Brits’ digital lives
1 Amazon
2 Google
4 Apple
5 Microsoft



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Chris Price
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