Strongest brand relationship was found for the airline brands where digital consumers’ brand relationships were nearly twice as strong as those of their offline counterparts.
Other key categories where digital consumers had stronger relationships than non-digital consumers included IT hardware and software (48 percent stronger), credit cards (33 percent stronger) and fragrances (29 percent stronger).
The digital advantage was found throughout the world, with correlations to internet penetration (Japan and Taiwan (+ 36%) scored the highest average digital relationship differences).
* Digital consumers were defined as those who have bought from or searched for information about an individual category online.
** Millward Brown report was compiled using 2008 BrandZ data – a total of over 100,000 consumer interviews and over 8,000 brand measurements. These interviews covered 24 countries and an average of 15 categories per country.