Apple’s consumers are increasingly connected to the brand during the Kovid.

According to a new study, Apple users have shown increasingly strong emotional attachment to the brand during the COVID-19 epidemic as they rely more on the company and its services.

Market research firm MBLM this week released its “Brand Intimacy Coved Update”, which revealed the effects of Coved 19 on the world’s 100 largest brands. Apple maintained a high ranking achieved during the first epidemic research last summer, which laid the groundwork for a key measure to beat e-commerce giant Amazon once again.

According to MBLM, of the 3,000 U.S. consumers surveyed, 50 users said they overused Apple devices and services during epidemics. Apple was the only joint brand in the top five of both male and female respondents. Interestingly, Apple tops the charts for women, leaning towards a more diverse mix of industries than men. YouTube, Samsung and Apple are already ranked third in terms of male population.

Apple is the only common brand studied in all ages, ranking first among children aged 18 to 34, first for children aged 35 to 44, and second among children aged 45 to 64. The latter Demographic named Amazon its top brand. A similar story runs on full revenue, with Apple topping the list for between 35 35,000 and 100 100,000 a year for people and second for those earning more than $ 150,000 a year.

Prior to the epidemic, 33 users said they could not “live” without Apple and its services. That number rose to 40 percent last year and 48 percent in 2021. Similarly, the proportion of “intimate users” increased from 41% before 2020 to 51% and this year to 52%. About 22 percent of consumers were willing to pay a 20 percent premium for Apple products before the epidemic, down from 21 percent in 2021 to 21 percent last year.

The iPhone maker was the top performer in four of the six so-called “archetypes”, MBLM says, which are permanently present in intimate brands. Apple continued to lead the way in “completion,” “enhancement,” and “formal,” and took “identity” away from Mercedes, which led the category in the October study. Hershey’s and Disney brands top “Goodness” and “Old Memories.”

Overall, MBLM found that consumers became more committed to the brands used during epidemics, which is the result of partially driven emotional attachments at uncertain times.

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