Samsung, Sony voted most respected consumer tech companies: survey

People walk by advertising for the Galaxy Z Flip3 5G cell phones at Samsung 837 in Manhattan, New York City, U.S., November 23, 2021. REUTERS/Andrew Kelly
Samsung is the most respected consumer technology company, according to a new survey. (REUTERS/Andrew Kelly) (Andrew Kelly / reuters)

Samsung is the most respected consumer technology company in the country, according to an annual survey released on Thursday.

The national survey of 4,546 Canadians, conducted by Maru Public Opinion as part of the Canada's Most Respected Awards Program, found that Samsung was the most respected technology products provider for the second year in a row, followed by Sony. LG Electronics was ranked third, moving up a spot from last year and pushing Microsoft to fourth spot. HP rounded out the top five.

Apple, the first publicly traded U.S. company to be worth $1 trillion back in 2018, was the No. 10 most respected brand, according to the survey.

China's Huawei Technologies, which was banned this year from Canada's 5G network by the federal government, was at the bottom of the Most Respected brand list, with its overall score reaching 31.9 out of 100. The next lowest score was Lenovo, with 61.9.

Maru executive vice-president John Wright says that respect has replaced trust as a critical attribute that consumers seek in a brand, and can allow companies to move new initiatives forward and handle difficult times more easily.

"Trust has been battered, diminished, and devalued over the past decade, while respect is now viewed as a composite of the ingredients necessary for public and stakeholder equity," Wright said.

"In short, it's the currency that matters if you want to get something done or need to protect your corporate credibility."

Samsung, a South Korea-based company, is the world's biggest smartphone producer, with its share of global shipments reaching 24 per cent in the first quarter of the year, according to analytics firm Canalys. The company has been investing billions of dollars in its push to become a leader in chip technology, and is currently the largest memory chip maker.

Here is the list of Canada's Most Respected companies that provide technologically-based consumer products (including computers, mobile devices, home audio and visual tech, electronics, and/or appliances), and their ranking out of 100.

  1. Samsung (72.8)

  2. Sony (71.7)

  3. LG (69.3)

  4. Microsoft (68.4)

  5. HP (67.6)

  6. Panasonic (67.5)

  7. IBM (65.7)

  8. Dell (64.7)

  9. Toshiba (64.5)

  10. Apple (63.4)

  11. Acer (62.8)

  12. Lenovo (61.9)

  13. Huawei (31.9)

The survey of 4,546 Canadians was conducted between July 8 and July 21. Responses were weighted to match the population according to the most recent census data. Due to the scoring formula, there is no margin of error.

With files from Reuters

Alicja Siekierska is a senior reporter at Yahoo Finance Canada. Follow her on Twitter @alicjawithaj.

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