YouGov Technology Rankings 2021 UK

April 27, 2021, 12:16 PM GMT+0

YouGov’s Technology Rankings 2021 highlight the most-favoured consumer brands in the Technology sector. This is the first in our global annual Technology Rankings series. The rankings are based on the Impression score from YouGov BrandIndex, which is a measure of whether a consumer has a positive or negative impression of a brand, calculated by taking the average over a period of 12 months. 

In the UK, the most favoured consumer technology brand was Samsung, with an average score of 45.5. But competition for the top spot was fierce – with Duracell coming in at a close second with a score of 45.2. In third and fourth position were Bosch and WhatsApp respectively scoring 43.5 and 39.2. Sony came in fifth, rounding out the top five with 38.6.   

YouGov Technology Rankings 2021 UK 

Rank Brand Name Score
1 Samsung 45.6
2 Bosch 43.5
3 Whatsapp 39.2
4 Sony 38.6
5 Google 37.9
6 Bose 37.3
7 Panosonic 37.1
8 Bang & Olufsen 34.6
9 Microsoft 33.6
10 Dyson 30.8
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*Scores show the highest average impression score between March 1st, 2020 to February 28th, 2021

YouGov also released this year’s annual global Technology Rankings, with Samsung taking the top spot.  

YouGov Global Technology Rankings 2021 

Rank Brand Name
1 Samsung
2 Google
3 Whatsapp
4 Sony
5 Apple
6 Facebook
7 Instagram
8 Microsoft
9 LG
10 Huawei
11 Canon
12 Panasonic
13 Bosch
14 Philips
15 Bose
16 Siemens
17 Yahoo!
18 HP
19 Twitter
20 LinkedIn
22 Nikon
23 Android
24 Bang & Olufsen
25 Oppo
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Want to see how other markets compare? Download the full rankings lists for all markets which highlights the top 10 most-favoured consumer technology brands across 24 countries and a deeper dive into the global list.


Download the annual rankings here


The rankings data is drawn from our daily brand tracking tool BrandIndex, which continuously measures the public’s perception of brands within the technology sector around the globe.  


The brands in the YouGov Technology Rankings 2021 were ranked based on the Impression score, which is a measure of whether a consumer has a positive or negative impression of a brand calculated by taking the average over a period of 12 months.  

The rankings chart shows the brands with the highest average Impression score between March 1st, 2020 to February 28th, 2021. The scores are representative of the general population of adults 18+ (some are online representative).    

All Impression scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 6 months to be included in the rankings. 

Where brands are tracked in more than one sector within one market, we have taken the average Impression score. 

The categories we have included in the YouGov Technology Rankings 2021 are: 

  • Hardware manufacturers  

  • Software manufacturers  

  • Social media platforms 

In most cases, only master brands have been included within the rankings. The exception to this rule is the inclusion of Instagram and WhatsApp where it may not be widely known by the public that Facebook is the parent company of these brands. 

The categories we have excluded from the Technology Rankings are: 

  • Fintech/Payments 

  • Streaming/media platforms 

  • Gaming consoles 

  • Apps 

  • White goods and appliances  

  • Ecommerce/Online marketplaces*  

*Amazon has not been included in the YouGov Technology Rankings as this brand will be included within the YouGov Retail Rankings in line with the primary sector tracked for the master brand in BrandIndex.  

The above categories will feature in the relevant, subsequent YouGov sector rankings. 

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