According to recent study conducted by research firm Forrester, Microsoft was seen as the most trusted brand by Americans. Forrester performed a 'TRUE Brand compass' research across tech brands in four categories including trusted, remarkable, unmistakable and essential. 4,551 adults participated in the survey and voted Microsoft as the sole winner.
The report stated, Microsoft was "at the forefront of brand building with a unique and distinct brand identity that sets it apart from other brands." The report suggested that company's "One Microsoft" approach is working.
According to Forrester, Microsoft is the one of the most trusted and essential of the tech brands surveyed. The company is perceived as delivering on key trust drivers such as having products and offerings that meet the needs of consumers, while providing a reliable experience.
Apart from Microsoft, Apple, Samsung and Sony were noted as the top ranking consumer technology brands and the most innovative. Apple was ranked highest on "remarkable" and "unmistakable" brand according to the report.
Tracy Stokes from Forrester wrote “While Apple and Samsung battle it out to reign supreme with the coveted millennial generation, Microsoft has quietly stolen the consumer technology crown by becoming more trusted and essential across multiple generations.”
UTA Brand Studio's founder and executive director, Larry Vincent stated, "A lot of the world uses Microsoft products and people relate to it, while Apple is like a prom king or queen, beautiful but not really like us."
According to Forrester U.S. adults spend 20 hours a week online. The report added that about 75 percent of users own internet connected devices including tablets, smartphone and laptops. The report stated the number will increase to 140.8 million in 2016, up from 57.1 million in 2012.