Aussies may enjoy their “Vegemite for breakfast lunch and tea” but when it comes to choosing between a “concentrated yeast extract” and an airline, Aussies would much rather the latter.
A recent NetBase study of online consumer behaviour found of all the brands founded here in Australia, Qantas was the second most loved on social media, receiving some 39,000 mentions in 2016 so far.
The Flying Kangaroo fell just behind Telstra, which received 51,000 mentions this year and was followed by Optus (26,000 mentions) and Woolworths (16,000 mentions).
Virgin Australia came in fifth most loved brand originated in Australia with some 14,000 mentions, well ahead of Australia’s favourite breakfast spread, Vegemite, which was ranked ninth after Macquarie Bank, Westpac and ANZ.
When the Australian airlines were ranked against global brands in Australia, Qantas dropped back to 15th place, behind eBay, Disney and Netflix, while Virgin Australia maintained a spot in the top 30 at number 29, just after BMW and Coke, but ahead of HP and Visa.
Overall, the most beloved global brand for Australian social media users was Instagram followed by Facebook, Amazon, Twitter and Snapchat.
According to NetBase Chief Marketing Officer, Paige Leidig, Australians “have a real love and passion” for connecting on social media and love brands that utilise their pages to keep followers up to date.
Qantas recently stepped up its social media presence by joining SnapChat.
“We would like to see more Australian brands using social to connect with and service their customers, the first local brand to appear in the list was Telstra at number 11 of the overall ranking.”
Paige Leidig, NetBase Chief Marketing Officer
“The most popular home-grown brands ranking showed quite a few surprises – while it is commonly perceived that Aussies hate the telcos, NetBase revealed that two of them are featured in the top five!”
The NetBase Top 50 Love List takes a close look at the brands Aussies express the most love for in social media, using patented natural language processing technology to showcase the strongest, most positive consumer emotions towards brands.