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Mostpersuasivebrands 2025 Who’s converting Singaporeans down the funnel? yougov.com/business 01Introduction02How do different Singaporeans view brands?03Most persuasiveindustries04Most persuasive brands by industry Introduction To turn consumers into customers,brands must compete for theirattention, then earn a spot in theconsideration set, and finally persuadeconsumers to choose their productover the competition. I prefer to trust big/famous brands I like trying new brands This reportanalyzesthis path-to-purchase for some ofSingapore’s best-known brands, uncovering purchase funnelleaders for 12 industries, from airlines and banks to fast foodand social media apps. I only buy the best-known brands We also highlight which industries have the toughestcompetition for customers and uncover the brands winningpersuasion battles throughout the purchase funnel. Calculatingconversion rates Example purchase funnel:McDonald’svsQSR brands YouGov regularly surveys our consumerresearch panel about how they feel aboutbrands across 16 different brand healthmetrics. Three of those metrics are analyzed in thisreport: Awareness, Consideration, andPurchase Intent. This report ranks brands by conversionrates (CVR) throughout thepurchase funnel. CVR is derived with the formulas: •Consideration CVR% considering brand divided by %aware of brand (US gen pop) •Purchase intent CVR% for whom brand is top choice dividedby % considering brand (US gen pop) YouGovBrandIndex: May 1, 2024–April 30, 2025. Industry scores reflect average of all brands in an industry. •Aided Awareness: Whether or not a consumer has ever heard of a brand (% aware)•Consideration: If a consumer would consider a brand or not the next time they are in the market for a purchase (% considering)•Purchase Intent: Whether a consumer would be most likely to purchase a specific brand from their consideration set (% top choice)•Conversion rate (CVR): Consideration divided by aided awareness How dodifferentSingaporeansview brands? Younger Singaporeans show stronger trust in bigbrands, but that confidence fades with age. % of Singaporeans whoagreewith the statement:”I prefer to trust big/famous brands" Singaporeans with higher incomes are morelikely toprefer brands that are sustainable. % ofSingaporeanswhoagreewith the statement:”I prefer brands that are sustainable" Men are 1.25x more likely than women to say theyonly buy the best-known brands (40% vs 32%) Agreement with the statement:"I only buy the best-known brands" Which industriesare the mostpersuasive? Which industries are most persuasive? To understand these industry-levelvariances, we took the average of allbrands within an industry. To determine the most persuasivebrands, we looked at surveyresponses of hundreds of thousandsof Singaporeans over the course of2024 and 2025. A few of industries combine sub-sectoranalyses. For those industries, industryaverages are calculated from the sub-sector averages. Singaporean consumers shared if theywere aware of each brand, if they wouldconsider purchasing or using the brand’sproducts and services, and if so, whetherit was their top choice. Specific industries impacted are detailedin the sector rankings section ofthis report. While brands within in industry vary onhow successfully they move consumersthrough the purchase funnel, industriesthemselves also show major variances. Which industries are most successfulat converting Singaporeans throughthe purchase funnel? Consumers most open to considering various social media apps compared to other sectors(% SG gen pop displayed in visualizations) YouGovBrandIndex: May 1, 2024–April 30, 2025. Industry scores reflect average of all brands in an industry.•Aided Awareness: Whether or not a consumer has ever heard of a brand (% aware)•Consideration: If a consumer would consider a brand or not the next time they are in the market for a purchase (% considering)•Purchase Intent: Whether a consumer would be most likely to purchase a specific brand from their consideration set (% top choice)•Conversion rate (CVR): Consideration divided by aided awareness Mobile device brands most likely to convert consumers once in the consideration set(% SG gen pop displayed in visualizations) YouGovBrandIndex: May 1, 2024–April 30, 2025. Industry scores reflect average of all brands in an industry.•Aided Awareness: Whether or not a consumer has ever heard of a brand (% aware)•Consideration: If a consumer would consider a brand or not the next time they are in the market for a purchase (% considering)•Purchase Intent: Whether a consumer would be most likely to purchase a specific brand from their consideration set (% top choice)•Conversion rate (CVR): Consideration divided by aided awareness Industry rankings methodology Looking at hundreds of thousands of YouGov panelsurveys, weisolated brands among their competitors tofully understand who’s winning throughout thepurchase funnel. The 12 sectors included in this rep