Online brands are mushrooming like never before, according to latest research
Google this! Facebook that! These are just a few of the several Internet brands which have become ubiquitous verbs. And, as the increasing number of new entries into the Most Trusted Internet Brands list shows, India is contributing much to this changing grammar.
One significant change is that the number of brands represented in the Internet category this year has gone up from just 14 in 2012 to 25 this year showing a direct increase in the trust internet based exchanges have begun to garner. The Brand Trust Report, India Study - 2013, is the third in its series researched and published by Trust Research Advisory. This year's research was conducted in 16 cities generating 19,000 unique brands across 211 categories. Trust Research Advisory is part of the Comniscient Group, a group of India's largest non-advertising based communication businesses.
Google remains India's Most Trusted for the third year in a row, but it is noteworthy that the gap with the 2nd ranked Facebook is a miniscule 3 per cent. An analysis of the All India Most Trusted brands show that Google (All India rank 44) fell 13 ranks and Facebook (All India rank 48) gained 17 ranks to bridge the gap. Yahoo still stood as the 3rd Most Trusted Internet brand despite its 62 rank fall in All India Brand Trust rank. Google's Orkut, steadied at 4th rank despite a significant fall in daily visitors from India. ebay follows as India's 5th Most Trusted Internet brand with a very small difference in BTI from the previous. The top six of last year are repeated in the same order this year as well.
N. Chandramouli, chief executive officer, Trust Research Advisory said there are two reasons online brands rely significantly on trust more than any other. Firstly, the exchanges are without any physical interface, and secondly, the online world is cluttered with choices that make loyalty ephemeral. With most of the new brands entering the Most Trusted list this year being from Online Shopping or Internet Services, there will be no stopping this sub-category from seeing accelerated growth over the next 12 months.
The leaders in the various sub-categories are Naukri leading in Internet Services, Youtube in Online Sharing, ebay in Online Shopping, Google in Internet Tools and Facebook in Social Networking. A study of the number of brands in each sub-category shows that Internet Tools is represented by nine brands, Online Shopping by eight brands, Social Networking by four brands and Online sharing and Online Services by two brands each.