Top 10 brands HongKongers would refer to a friend or colleague

Streaming giant Netflix has become the most recommended brand in Hong Kong for 2022, while HKTVmall and Uniqlo ranked second and third respectively on YouGov’s recommended rankings. 

According to YouGov's latest recommended rankings, Netflix has retained its title as the most recommended brand in Hong Kong for 2022 with 79.4% of its consumers recommending it to others. Shopping and entertainment platform HKTVmall was a close second (76.9%), similarly retaining its 2021 position.

Japanese clothing retailer Uniqlo was the next most recommended brand (75.8%), followed by CHANEL (personal care) and CHANEL (fashion) with Recommend scores of 75.3 and 75.0 respectively.

Next was Amazon (74.7%), which fell from third place in 2021 to rank sixth this year, followed by Nike (74.5%). Beauty brand SK-II followed closly in eighth (74.2%). Adidas (73.4%) and Apple (73%) rounded off the top ten.

Furthermore, YouGov also released the ten "most improved" brands over the past year. This was led by rewards programme Octopus Rewards, with an improved score of +13.6 points. Flight carrier Cathay Pacific (+9.7 points); My Starbucks Rewards (+6.8 points); and travel site Booking.com (+6.6 points) were next on the Improvers' list, with social media platform Twitter rounding off the top five most improved (+6.4 points).

Next on the Improvers' list was entertainment channel ViuTV(+6.3 points), payment card services corporation American Express (+6 points) and online retailer Tmall (+5.9 points). Local public transportation network MTR and McDonald's subsidiary McCafe completed the improvers' list with improved scores of +5.6 points and +5.4 points respectively.

The rankings are based on YouGov BrandIndex's positive Recommend score, which measures the percentage of a brand's customers who would recommend it to a friend or colleague.

Every brand in its Rankings has a minimum sample of 300 Hong Kong adults and has been tracked for at least six months, with all scores being rounded to a single decimal place. Every day consumers were asked about their views on brands across various markets.

Netflix has been dominating headlines recently with its latest move to disallow ads for kids' programming. According to a report on Bloomberg, Netflix is planning for kids’ programming to stay commercial-free even in its ad-supported tier. It is a decision that follows Disney+ move. Meanwhile, the company also wants to keep original movies ad free in the initial stages as it still finalises plans for its advertising-supported service

Advertising to children can be tricky as seen by giants Google and YouTube who had to pay US$170 million in 2019 to settle allegations by the Federal Trade Commission and the New York attorney general that it made millions when it illegally collected personal information from children without their parents’ consent, said a report on CNBC.

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