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YouGov

UK public ‘doesn’t trust social media’ or influencers
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Rightly or wrongly, Brits don’t always trust what they see on their favourite social platforms.

That’s according to data from YouGov, which indicates 41% of regular users claim to have seen inaccurate content over the last month, while nearly a fifth of (17%) mainstream social media users go even further and say they’ve seen completely false content.

What’s more, 21% of users say they’ve come across content they consider to be misleading, 20% say they’ve come across misinformed content, and 19% say they’ve seen content that’s been manipulated or distorted.

Typically, the younger a user is, the more likely he or she is to have noticed information that is misleading. Are older people more likely to take social posts at face value?

Moreover, no single group of users is considered completely authentic: only 25% of regular users say that the profiles of their family give a ‘very honest’ portrayal – and friends, colleagues, celebrities and influencers perform even worse.

Almost half of users (48%) believe that the profiles of celebrities are either ‘not at all’ or ‘somewhat dishonest’, with only 22% believing that the reverse is true (‘honest’ or ‘very honest’ portrayals).

In addition, regular users of social networks are sceptical of ‘super-influencer’ Kim Kardashian, with 68% agreeing that her posts don’t represent real life. Yet despite this she continues to be one of social media’s biggest draws, and has the sixth most-followed profile on Instagram. Most users like their celebrities and influencers to be a little more authentic: 64% agree that it’s refreshing when they’re honest with their posts.

Regular visitors to social media platforms set standards for honesty at different heights for different groups of posters. Dishonesty by influencers is seen as much more important (54%) than dishonesty from family members (35%), so we’re clearly more forgiving of people we know and love – or we expect less of them.

WeYouGove also observed those who explicitly seek payment for their products to higher standards. Overall, 28% of users have noticed this kind of influencer/celebrity marketing in the past month but almost half of them (49%) agree that these posts don’t represent the person making the endorsement.

The analysis says it’s worth noting, however, that this distrust is in line with perceptions of TV advertising among the same group – almost half (46%) don’t trust adverts on TV. And regardless of whether users believe the ads, the majority of those who notice them engage with them in some way.

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Google top again in YouGov’s global brand health rankings
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Google tops YouGov BrandIndex’s annual global brand health rankings. In a list dominated by digital brands, the search giant stays ahead of sister company YouTube.

The ranking is based on over six million interviews over the 12 months to the end of June. It shows Samsung jumps one place from last year, climbing to third position as does messenger service WhatsApp, which rises to fourth. WhatsApp’s parent company, Facebook, falls two places to fifth.

There are three new entries in the top ten. While Amazon remains sixth on the list, IKEA enters the rankings at number seven. Colgate falls one position to eighth, while clothes brand Uniqlo makes the top ten for the first time in ninth place, while toy manufacturer Lego is another new entry at ten.

The rankings are based on YouGov BrandIndex data from across the world. BrandIndex operates in 37 countries across the globe, covering markets in North America, South America, Europe, Africa, Asia and Australasia.

For the list YouGov used data from 26 countries – data from markets that cover three sectors or fewer were not counted in the global top ten. The rankings use the Index score which assesses overall brand health. It takes into account perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether consumers would recommend the brand to others.

Digital brands dominate this global ranking and with good reason. By their very nature the likes of Google, YouTube and WhatsApp are available in most places on earth to anyone with internet access. However, while many of the top five have only been around for the last decade or two, classic brands that have been around a good while longer also make the list. IKEA, Colgate, Uniqlo, and Lego, all still connect with the public and as a result have very positive brand health.

UK brand health rankings

YouGov has also released its UK brand health rankings. The list is characterised by the presence of brands that have been in the public consciousness for a long time. Traditional high-street favourites John Lewis and Marks & Spencer are first and third respectively while BBC-related brands – iPlayer and BBC One – are in second and ninth positions. Meanwhile Heinz makes an appearance in fourth place.

The rankings are drawn from over 1.46 million interviews in Britain conducted between July 2017 and June 2018. Each day consumers are asked their view on 1,384 brands in the UK, which allows YouGov to build a picture of how different brands are perceived by the general public, their own consumers, people considering using them, and their competitors’ customers.

YouGov’s analysis shows there are two new entrants in this year’s top ten – IKEA in fifth and Cathedral City in eighth. Ikea had a particular strong campaign in 2017, which featured its ‘Lion Man’ character. Sony is the most notable absentee from the rankings, having been in third place this time last year

Two brands from the global rankings are also in the UK list, with Samsung in sixth and Amazon in seventh. Pharmacy chain Boots rounds off the top ten.

Over the past year the retail sector has struggled to combat problems arising from ferocious online competition and increased business costs. However, in the face of this, the public clearly retains an affection for traditional high street brands with long and rich histories, such as John Lewis and Marks and Spencer. Similarly, while the BBC has faced challenging headlines over the past 12 month. But the public clearly still rates what the corporation offers and iPlayer and BBC One continue to be in strong brand health.

Most improved brand health

YouGov’s annual analysis also where the biggest increases in brand health have come in the past year. For several brands, escaping negative press coverage has seen an improvement in their scores, although many of them still remain in negative territory.

For example, Sports Direct, the most improved brand this year, has seen its score improve by +6.2 points, moving from -12.4 to -6.2. While in past years it has often garnered negative press, it has enjoyed a period out of the headlines and its Index score has now returned to mid-2016 levels.

Similarly, Southern Trains – for a long time blighted by strikes, cancellations, and ensuing adverse media coverage – has seen its score change from -16.1 last year to -11.3 now, an improvement of +4.8 points.

Value fashion chain Primark has made a notable leap in the past year – going from having negative brand health to positive. Its Index score improved from -0.9 to +2.7 in the last 12 months, an improvement of +3.6.

Elsewhere, Netflix continues to advance, with its score improving by +5.9 points (going from 19.5 to 25.4). Tech firm WhatsApp has seen its score increase by +3.5 – up from 18.9 to 22.4.

Want consumer trust? Ditch the .tv, .biz, .io and .mobi domain names…
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A new YouGov survey has revealed that the .gov.uk suffix creates the greatest trust amongst the British public.

And while only Government institutions are able to use that particular domain style, the findings make for interesting reading elsewhere.

The YouGov Omnibus asked the British public how far they trusted 12 common website domains. The results reveal that the majority of Brits tend to trust websites that end in .gov.uk (80%), .co.uk (68%), .org.uk (65%), and .com (60%).

By contrast, very few trust websites ending in .tv (10%), .biz (4%), .io (4%) and .mobi (2%). In fact, between 32% and 44% of Brits actively distrust websites with these domains. There are more than three million websites using one of these domain names, and the results suggest they could all be in danger of putting off potential visitors.

Surprisingly, only 42% of Brits trust .ac.uk websites, which are primarily used by British universities. However this is likely due to a lack of familiarity, with only 58% of people saying they’ve ever come across such an .ac.uk website, compared to the more than 90% who have ever visited each of the more trusted domains.

Indeed, .ac.uk websites are much more trusted than .net websites (32%), even though people are more likely to found themselves on a .net website at some point (81%).