Amazon could make a killing in Singapore

Source: YouGov BrandIndex. 

In November 2016 media reports appeared about Amazon planning to expand into Southeast Asia by opening an office in Singapore. Amazon’s Buzz score increased by 8 points within a month of the announcement, says YouGov BrandIndex, while Amazon’s Consideration score - a score indicating a willingness to purchase - also increased by 6 points in the two months after.

Satisfaction with Amazon also rose despite not being present, compared with other e-commerce players already active in Singapore. Amazon is ranked first in the sector.

‘Buzz’ scores under YouGov BrandIndex measure the net of consumers’ positive and negative views on a brand within a particular sector. It is also a measure of consumers’ awareness of good or bad news; an advertising or a PR campaign; or a product launch taking place over a certain period of time.

‘Consideration’ scores are measured by asking respondents “When you are in the market next to purchase goods, from which of the following would you consider purchasing?”

‘Satisfaction’ scores are measured by asking respondents “"Are you a satisfied or dissatisfied customer?"

The YouGov Brandindex was launched in Singapore in January 2015. YouGov tracks 250 brands in Singapore on a continuous basis, enabling a more transparent understanding of how consumers perceive these brands.