During an April 2023 online survey among adults in the United States, 14 percent of respondents said that a brand should never change its logo and visual identity. Meanwhile, 28 percent of the responding adults stated a company should shift its logo at least once every 10 years.

Do logos impact the purchasing process? According to the same study, one in three U.S. consumers reported purchasing a product because it had an interesting logo. This percentage varied remarkably depending on the shopper's age. Over half of millennials and adult Gen Zers said they bought an item based on its appealing visual identity. Gen Xers' and baby boomers' shares stood at only 29 and 14 percent, respectively.

Who changes their visuals – and when U.S. adults' support for seasonal logo revamping also depends on the occasion. Only Christmas and the Fourth of July – when Americans celebrate the country's independence – received the green light for a temporary visual identity shift from over two-thirds of respondents. Neither do consumers notice all the changes on supermarket shelves. Around 40 percent of responding adults spotted differences in Pepsi's and Burger King's logos. Meanwhile, less than one in five noted that Toblerone removed Switzerland's famous mountain peak from its packaging for legal reasons after Mondelēz partially moved the chocolate's production to Slovakia.

During an April 2023 online survey among adults in the United States, more than two-thirds of respondents said they strongly or somewhat supported brands temporarily changing logos and visual identities for Christmas and the Fourth of July. Less than half stated the same about Pride month and Juneteenth. According to the same study, 14 percent of U.S. adults thought brands should never change their logos.

During an April 2023 online survey among adults in the United States, 13 percent of respondents reported thinking that a product's logo was a major consideration when shopping at a grocery store. Around 36 percent deemed it a minor consideration, while the remaining 51 percent said it was not a consideration at all. According to the same study, approximately 56 percent of U.S. GenZers purchased a product because it had an interesting logo.

During a 2021 survey carried out among professionals from various industries in the United States, 30 percent of respondents stated that brand guidelines were well-known and used by most of their organizations. On the other hand, 15 percent of interviewees said their organizations did not have any brand guidelines.

Between the second half of 2019 and the first half of 2020, the loved brand on social media was Instagram. The social media platform had accumulated a total of 108.7 million "love" mentions across 104.7 million posts, generating 722 billion potential impressions and over 2 billion total engagements during the measured time frame. Second-ranked Amazon only generated 27.3 million "love" mentions.

How high is the brand awareness of Facebook in the UK?When it comes to social media users, brand awareness of Facebook is at 96% in the UK. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.How popular is Facebook in the UK?In total, 63% of UK social media users say they like Facebook.What is the usage share of Facebook in the UK?All in all, 72% of social media users in the UK use Facebook.How loyal are the users of Facebook?Around 67% of social media users in the UK say they are likely to use Facebook again.What's the buzz around Facebook in the UK?In February 2024, about 38% of UK social media users had heard about Facebook in the media, on social media, or in advertising over the past four weeks.If you want to compare brands, do deep-dives by survey items of your choice, filter by total online population or users of a certain brand, or drill down on your very own hand-tailored target groups, our Consumer Insights Brand KPI survey has you covered.

Old Navy was the most well-known fashion store in the U.S. in 2024. It was recognized by 92 percent of internet users in the United States. The second spot on this list is occupied by JCPenney with a brand awareness of 91 percent, followed by Macy's, and Kohl's, as they incorporate a brand awareness of 90 and 89 percent, respectively.For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name. Interested in more detailed results covering all brands of this ranking and many more? Explore GCS Brand Profiles. These statistics show results of the Brand KPI survey.

The global influencer marketing market size has more than tripled since 2020. In 2025, the market was estimated to reach a record of approximately 33 billion U.S. dollars. What is influencer marketing? Influencer marketing is a form of social media marketing that involves product placements and endorsements from online creators. In today’s competitive marketing landscape, brands are collaborating with influencers more firmly than ever, as partnerships with well-known creators can open the door to large potential audiences. In 2024, influencer marketing spending in the United States was forecast to reach an all-time high of 7.1 billion U.S. dollars. Seeing that internet stars can boost brand visibility, drive engagement, and impact purchasing decisions for millions of users, it comes as no surprise that spending on influencer cooperation is expected to pick up even more speed in the future. Top influencer marketing platforms Marketers can choose from an ever-expanding list of social media platforms to bridge the gap between brands and consumers. According to a recent survey, Instagram remains the most popular platform for influencer marketing in the United States, and in 2025, the global Instagram influencer market size was estimated to surpass 22 billion dollars for the first time. Apart from the photo-sharing app, video-based platforms such as TikTok have become popular among brands and marketers. In the first half of 2024, the most successful brands earned over half a billion U.S. dollars in earned media value (EMV) with their TikTok influencer marketing campaigns.

The total amount of data created, captured, copied, and consumed globally is forecast to increase rapidly, reaching 149 zettabytes in 2024. Over the next five years up to 2028, global data creation is projected to grow to more than 394 zettabytes. In 2020, the amount of data created and replicated reached a new high. The growth was higher than previously expected, caused by the increased demand due to the COVID-19 pandemic, as more people worked and learned from home and used home entertainment options more often. Storage capacity also growing Only a small percentage of this newly created data is kept though, as just two percent of the data produced and consumed in 2020 was saved and retained into 2021. In line with the strong growth of the data volume, the installed base of storage capacity is forecast to increase, growing at a compound annual growth rate of 19.2 percent over the forecast period from 2020 to 2025. In 2020, the installed base of storage capacity reached 6.7 zettabytes.

How high is the brand awareness of TikTok in the United States?When it comes to social media users, brand awareness of TikTok is at 89% in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.How popular is TikTok in the United States?In total, 44% of U.S. social media users say they like TikTok.What is the usage share of TikTok in the United States?All in all, 41% of social media users in the United States use TikTok. How loyal are the users of TikTok?Around 36% of social media users in the United States say they are likely to use TikTok again. What's the buzz around TikTok in the United States?In April 2025, about 36% of U.S. social media users had heard about TikTok in the media, on social media, or in advertising over the past four weeks. If you want to compare brands, do deep-dives by survey items of your choice, filter by total online population or users of a certain brand, or drill down on your very own hand-tailored target groups, our Consumer Insights Brand KPI survey has you covered.

How high is the brand awareness of Hinge in the U.S.?When it comes to online dating users, brand awareness of Hinge is at 57 percent in the U.S. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.How popular is Hinge in the U.S.?In total, 14 percent of U.S. dating service users say they like Hinge.What is the usage share of Hinge in the U.S.?All in all, 12 percent of dating service users in the U.S. use Hinge.How loyal are the users of Hinge?Around 8 percent of dating service users in the U.S. say they are likely to use Hinge again.What's the buzz around Hinge in the U.S.?In September 2024, about 13 percent of U.S. dating service users had heard about Hinge in the media, on social media, or in advertising over the past three months.

During a 2024 global survey, approximately 45 percent of responding consumers reported telling their friends or family about a bad experience with a brand, while 32 percent sent feedback directly to the company. Three years earlier, those shares stood at about 50 and 40 percent, respectively. Meanwhile, the share of respondents who said they did not tell anyone about the bad experience rose from less than 18 percent in 2021 to 24 percent in 2024.

With 92 percent, Netflix had the highest brand awareness among VOD services in the United States, followed by Hulu and Amazon Prime Video, according to a survey from 2025.For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

55 percent of German respondents answer our survey on "Brand awareness by category" with "Smartphones". The survey was conducted in 2025, among 37,220 consumers.

Price comparison portals can be useful in various ways. While they allow buyers to find the best possible price available for a product, they can also help sellers to make sure that the pricing of their products remain competitive. Sellers also can use these portals to market their products in front of a very targeted audience.

In the U.S., Google Shopping is the most well-known price comparison portal with a brand awareness of 59 percent. Second on this list are Yahoo Shopping and Bing Shop, that are recognized by almost half of the internet respondents. Shopzilla comes in fourth, followed by Shopping.com and PriceGrabber.

For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

Interested in more detailed results covering all brands of this ranking and many more? Explore GCS Brand Profiles. These statistics show results of the Brand KPI survey.

In 2021, the global revenue of the customer experience personalization and optimization software and services industry was estimated at *** billion U.S. dollars, and the source projected that it would increase to **** billion by 2026. That represents an increase of over ** percent in the presented period.

During the fourth quarter of 2023, the number of daily active users on Facebook reached 2.1 billion, a minor increase on the previous quarter. When compared with the number of daily active users in the final quarter of 2022, the platform has gained around 100 million users. Facebook’s penetration rate for the United States in 2023 was 72.13 percent, up from 71.43 percent in 2022. The social network’s audience reach is projected to stand at 75.79 percent by 2027.

Most popular social media websites

As of May 2021, Facebook was the most used social media site in the United States, accounting for 71.8 percent of all social media visits. Ranking in second place was Pinterest with 12.4 percent, followed by Twitter and Instagram, with 9.15 percent and 3.82 percent, respectively. Although other sites remain popular, Facebook’s number of visits made it undoubtably the leading social media platform in terms of social media site visits.

For Generation Z and Millennials in the United States, Facebook was one of the least popular platforms used to connect with others. Gen Z and Millennials preferred video sharing platforms, specifically Snapchat, TikTok and YouTube.

Meta’s revenue

Facebook Inc was renamed as Meta in 2021, in a strategic step toward the metaverse. Meta Platforms is now the parent company of Facebook, Instagram, Facebook Messenger and WhatsApp amongst others, together being known as Meta’s Family of Apps.

Meta’s annual revenue for 2021 was 117.92 billion U.S. dollars, up from 85.97 billion in 2020. Within a decade, the company has increased its annual revenue by approximately 114 billion U.S. dollars. In the most recent fiscal year, Meta’s Family of Apps were responsible for over 115 billion U.S. dollars’ worth of Meta’s revenue.

How high is the brand awareness of Instagram in the United States?When it comes to social media users, brand awareness of Instagram is at 92% in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.How popular is Instagram in the United States?In total, 53% of U.S. social media users say they like Instagram.What is the usage share of Instagram in the United States?All in all, 53% of social media users in the United States use Instagram.How loyal are the users of Instagram?Around 46% of social media users in the United States say they are likely to use Instagram again.What's the buzz around Instagram in the United States?In April 2025, about 38% of U.S. social media users had heard about Instagram in the media, on social media, or in advertising over the past four weeks.If you want to compare brands, do deep-dives by survey items of your choice, filter by total online population or users of a certain brand, or drill down on your very own hand-tailored target groups, our Consumer Insights Brand KPI survey has you covered.

In 2023, Microsoft’s global brand value amounted to *** billion U.S. dollars. This represented a ** percent increase in comparison to the previous year, when it stood at *** billion. A window into the world of Microsoft Microsoft Corporation is a multinational technology company offering a wide range of consumer and enterprise software, hardware, services, and electronics. Founded by Bill Gates and Paul Allen in Albuquerque, New Mexico, in 1975, the enterprise has expanded its product portfolio for almost 50 years, now reigning as one of the most influential tech conglomerates in the world. Microsoft’s revenue surpassed a record *** billion dollars in 2023. Although competitors such as Apple continue to eat away at Microsoft’s market share, Windows remains the most popular operating system worldwide by a significant margin. Tech companies dominate the global brand value battle According to the latest brand rankings, five out of the 10 most valuable brands worldwide operate within the tech sector. In addition to Microsoft, brands of other U.S.-based tech giants such as Apple, Google, and Amazon take the lead when it comes to brand value. Overall, the aggregate value of the world’s 100 most valuable brands increased by ** percent in 2024 and reached a record *** trillion dollars.

For 2024, cyber incidents were a leading business risk to companies of all sizes globally according to risk management experts worldwide. Some industries are more prone to cyberattacks than others. For instance, manufacturing was the most targeted industry globally by ransomware incidents in 2023. Meanwhile, the number of cyber incidents in the financial sector increased in recent years. How does cybercrime jeopardize businesses? Cyber incidents pose a multitude of risks to businesses across various aspects. Financially, they can result in direct losses through theft, ransom payments, or disruptions in operations, which affect revenue streams and stability. Between 2001 and 2023, the monetary damage from cybercrime in the United States rose from **** million U.S. dollars to a staggering **** billion dollars. What challenges do businesses face due to inflation? Inflation poses numerous challenges to organizations, affecting consumer spending, interest rates, driving up operational expenses, and creating uncertainty in strategic planning. Rising prices frequently result in increased costs for raw materials and wages, thereby reducing profit margins. Throughout much of the 2010s, inflation was consistently low, especially between 2013 and 2020, when it fluctuated between *** and *** percent. However, the annual global inflation rate peaked in 2022, at **** percent, and is expected to decline in the following years. This heightened inflation was a sign that the global economy was undergoing a period of great uncertainty, which made it more expensive to do business.