The Story Wave 18

1: Technology: An Industry Snapshot

Our recent report on the state of the technology industry explores consumer sentiment towards biometric security measures and the regulation of artificial intelligence (AI). Using QuestBrand data, we rank the leading technology and electronics brands by brand equity and growth. Here are some key takeaways:

• Two-thirds (65%) of young adults (18-34), but less than half (45%) of older adults (55+), agree that they trust biometric security measures more than traditional security measures (passwords, physical security).
• Eight-in-10 (84%) Americans agree it would be easy for someone to abuse generative AI technology (i.e., use with the intent to do harm).
• Two-thirds (68%) of Americans worry that AI will negatively impact the economy (threatening job security, health of the stock market).

2: Pharmacists’ Picks for the Best OTC Medicines and Health Products – U.S. News & World Report

The Harris Poll surveyed hundreds of pharmacists on behalf of U.S. News & World Report to compile a comprehensive list of pharmacists’ most recommended over-the-counter medications and health products. Nearly 740 products were included in the survey from 99 product categories. Did your go-to product make the list?

Watch this quick report recap on the Today Show!

3: Hotels.com Benefits from Post-COVID Travel Surge – Brand Story

After years of disrupted travel plans due to the COVID-19 pandemic, Americans are ready to pull their suitcases out of storage. According to AAA, international travel is up more than 200% from 2022, and hotel bookings are up more than 300%.

Hotels.com has capitalized on consumers’ travel enthusiasm with the launch of several creative ad campaigns, which seem to have paid off in brand equity gains.

• In January, Hotels.com launched a series of “Perfect 10” videos in which an influencer or celebrity shares their favorite hotel memories.
• Hotels.com has been the official travel partner of the National Basketball Association (NBA) since 2020. However, 2023 marked the first time that Hotels.com launched a series of television commercials embracing the partnership. 
• Using QuestBrand data, we can see that Hotels.com experienced a significant increase in brand equity (+4.1) from Q4 2022 to Q1 2023.

Read the full brand story to learn more about Hotels.com’s rise in brand equity among US adults.