KFC, McDonald's top mobile brands

09 September 2009

SINGAPORE: KFC, McDonald's and Sony are the most popular brands among users of the mobile internet, according to an international survey conducted in ten different countries.

BuzzCity polled 1,583 consumers who regularly use the mobile web in Bangladesh, Egypt, Kenya, India, Indonesia, Malaysia, the Philippines, South Africa, the United States and Thailand.

It aimed to establish which brands had the strongest international presence and were "top of mind" in each of the markets assessed, measured using an index score of 100 points.

KFC registered a total of 81 points, followed by McDonald's on 70, Sony on 64, Nestlé on 50, and Samsung on 48, with Coca-Cola the first FMCG brand to make the list, on 37 points overall. 

Some 54% of respondents agreed they would recommend a brand to their peers, but only 4% would do so based on sales promotions rather than due to factors such as quality, style and popularity.

Sony was the top-ranked brand in the electronics category, with a score of 64 points, followed by Nokia and Samsung on 48, LG on 47, and Panasonic, on 35; Apple, by contrast, posted just 15 points.

Nestlé headed the food products list, on 50 points, ahead of Coca-Cola, on 37, and then Maggi and Kellogg's, both on scores of 17.

A total of 98% of respondents agreed they would recommend their preferred food brand to others, with 58% saying they would do so because they are "fans" of a specific item, 25% as they "trusted" a brand, and just 2% as a result of price promotions.

KFC, on 81 points, was the best-performing fast-food property, with McDonald's on 70, Pizza Hut on 24, and then Wimpy, on 14. 
KF Lai, ceo of BuzzCity, said "consumer behaviour on mobile is different from that on the internet. Our research shows that although some brands are starting to develop mobile strategies, there is still much work to be done."

"The provision of m-banking services and the development of mobile widgets and feeds that make content discovery and consumption easier and more accessible, are two very good places for brands to start."

Data sourced from Buzz City; additional content by WARC staff