Who stands out among the tech giants for US consumers?

Published on: May 5, 2019 / Updated on: May 5, 2019 – Author: Konrad Wolfenstein

Considering how much our lives revolve around the technology that has emerged in the last two decades, it's safe to say that no other industry has shaped the 21st century as profoundly as the technology sector. And while countless tech startups have sprung up and disappeared since the turn of the millennium, five companies in particular have defined the digital economy as we know it today. Often referred to as GAFAM—Google, Amazon, Facebook, Apple, and Microsoft—these are the flagships of the tech industry, known worldwide and used by billions of people on any given day.

The report “Tech Giants in the US 2019” examines consumer attitudes toward these five technology companies and their impact on society. Based on an online survey of 1,953 US consumers aged 18 to 64, the report also investigates the companies' most popular products and services and their market position relative to their competitors.

The following graphic, based on the survey results, shows which of the five tech giants Americans consider industry leaders in the categories of likeability, innovation, and social responsibility. Interestingly, Amazon and Apple stand out among the Big Five, with one of the two companies being recognized as an industry leader in seven out of eight categories.

Considering how much our lives revolve around technology that has emerged over the past two decades, it can safely be argued that no other industry has shaped the 21st century as the tech sector did. And while countless tech startups have risen and, in some cases, disappeared again since the turn of the century, five companies, in particular, have shaped the digital economy as we know it today. Often referred to as GAFAM, Google, Amazon, Facebook, Apple, and Microsoft are the figureheads of the tech industry, known around the world and used by billions of people on any given day.

The report “Tech Giants in the US 2019” examines consumer attitudes towards these five tech companies and their impact on society. Based on an online survey of 1,953 US consumers between the ages of 18 and 64, the report also looks at the companies' most popular products and services and their market position with respect to the competition.

The following chart, based on results from the survey, shows which of the five tech giants Americans consider industry leaders in categories ranging from likeability to innovation and social responsibility. Interestingly, Amazon and Apple stood out among the big five, with either of the two companies named an industry leader in seven out of eight categories.

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