eBay Consumer Loyalty Drops in 2009
By Ina Steiner
eBay's consumer loyalty, measured by whether they would recommend the brand to a friend, has been slowly eroding through all of 2009, according to YouGov's BrandIndex, a daily consumer-perception research service of brands.
YouGov is a professional research and consulting organization and in 2007, acquired Polimetrix, a venture-funded, non-partisan online polling firm founded by Stanford University Professor Douglas Rivers.
According to YouGov, eBay has seen its BrandIndex "Recommendation" score for adults 18+ drop from 40.9 on January 1st to 36.5 as of October 23rd. A score can range from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback. For the Recommend score, BrandIndex asks respondents: "Would you recommend the brand to a friend?"
YouGov's BrandIndex interviews 5,000 people each weekday from a representative US population sample, more than 1.2 million interviews per year. Respondents are drawn from an online panel of more than 1.5MM individuals. Margin of error is +/- 2%.
About the author:
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to firstname.lastname@example.org.
You may quote up to 50 words of any article on the condition that you attribute the article to EcommerceBytes.com and either link to the original article or to www.EcommerceBytes.com.
All other use is prohibited.