Which Tech Brands Have the Most Loyal Customers?
Every year, consulting agency Brand Keys puts out its annual Customer Loyalty Leaders List, ranking the 100 top brands based on how loyal their respective customers are. It's an intriguing report, and also one that the company has been doing for the past 15 years. So to add some historical context to the story, experience management firm Qualtrics looked back at the top 25 companies in the Loyalty Leaders List for the last five years. The result is a unique view into how brand loyalty evolves over time.
While some things have changed radically since 2019—such as Domino’s Pizza surging from number 15 to number 3, or the “overnight” appearance of TikTok a couple of years ago—some brands stay very consistent.
That consistency is for Apple (for smartphones, specifically) and Amazon (as an e-commerce retailer). The two, plus Alphabet/Google, are the only members of the tech world’s “frightful five” to make the list’s top 25. Google is at number 17 this year, falling from number 9 in 2022, and a high of 2nd place in 2019.
Most of the top 10 brands listed aren't tech-related, though. Domino’s is delicious, and Nike is great, but each is tech-adjacent at best. The rest includes Netflix (the company, sometimes lumped with the frightful five under the moniker FAANG+, is #4), TikTok (at #5), WhatsApp (#7), Samsung (#8), and Amazon (#9). The Apple TV+ streaming service gets a separate entry that hits spot number 10.
That so-called frightful five also includes Microsoft and Meta/Facebook. Both took a tumble in the brand loyalty ranks this year. The former is number 39 (down from 35th place) and Facebook fell to 58 (from 46th place).
Apple has other entries in the top 100. For tablets, it sits at number 19. For computers, it's number
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