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The World’s Most Searched Consumer Brands

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Most Searched Consumer Brands in the World

The World’s Most Searched Consumer Brands

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Strong brands create an emotional link with consumers, and tech brands are no exception.

In fact, Google, Amazon, Netflix, and even eBay rank as some of the most searched consumer brands worldwide. It’s hard to imagine life without these household names, but how do brand preferences shift and change across internet searches worldwide?

This graphic from Business Financing compiles 12 months of data from the Google Keyword Planner and other sources, to uncover the world’s most searched consumer brands.

Note: Due to data constraints, a number of countries on the map do not have sufficient information available.

In Tech We Trust

By far, the world’s most searched consumer brand is Google, which seems very convenient.

It ranks at the top in 100 countries—that’s nearly half of all countries on the planet. With over 90 billion visits monthly, Google has unparalleled dominance in brand loyalty and website traffic.

Top 3 Most Searched Consumer Brands

  1. Google: 100 countries
  2. Netflix: 45 countries
  3. Amazon: 30 countries

Netflix, falling in second, ranks highest in 45 countries including Turkey, Brazil, and South Korea. In third, Amazon is the most popular in 30 countries. The only non-tech company in the top five is IKEA, in fifth place, after eBay.

Gaming the System

When it comes to sub-sectors of consumer brands, the gaming space tells an interesting story.

Namely, it is Epic Games—creator of Fortnite and Grand Theft Auto—that dominates global charts by a considerable margin. Founded in Potomac, Maryland, the company ranks at the top for 141 countries globally.

Most Searched Gaming Brand in the World 820px
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Additionally, Nintendo tops the list of 24 countries including Japan, Haiti, and Canada, while Paris-based Gameloft comes next in line.

Fast Fashion: Shoe Dog At the Top

Since its founding in 1964, Nike has become a remarkable brand builder. In fact, Nike is the most searched fashion brand among 49 countries.

Interestingly, founder Phil Knight only began to fully understand branding power after the company reached $1 billion in revenues. After a series of failures and missteps in the mid-1980s, Nike switched its focus from marketing and manufacturing, to instead, zeroing in on the consumer.

Most Searched Fashion Brand in the World 820px
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Like Nike, Swedish retailer H&M has a long history dating back to 1947. Prior to the pandemic, the fast-fashion retailer operated 5,000 stores globally. Since pandemic tailwinds, however, H&M plans to close 250 physical stores in 2021 and focus more on online sales.

Big Macs are Here to Stay

When you look closer at the most searched fast food chains, McDonald’s ranks highest on a global level, but not by far.

KFC comes in second, topping the list of 65 countries including Russia, Peru, and Thailand. Meanwhile, Pizza Hut, which is owned by the same parent company as KFC, attracted the highest number of searches in America.

Most Searched Fast Food Brand in the World 820px
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On the other hand, Antarctica curiously ranks Baskin Robbins at the top, but this could be influenced from a low volume of searches in the region.

Consumer Brand Outliers

If there’s one recurring trend across the top consumer brands, it’s that they are unsurprisingly dominated by big players concentrated in America.

However, notable outliers are present. In China, search engine Baidu ranks as the top consumer brand on the internet. On the other hand, the Vatican’s most-searched gaming company is Canada-based BioWare, which developed the Mass Effect series (no pun intended).

Meanwhile, in Saint Helena—the island where Napoleon was exiled and later died—has Burger King as its most searched fast food brand. As it happens, the remote island appears to have no Burger King, or any other fast food chains. Kenya’s top fashion brand is Louis Vuitton, while Turkmenistan’s is Gucci.

Despite these differences, many consumer preferences, at least according to search volume, appear strikingly similar on global levels. As many of these multinational brands continue to gain even greater market share, the implications for the global consumer will be interesting to watch in the next year, or even decade.

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Wealth

Mapped: How Much Does it Take to be the Top 1% in Each U.S. State?

An annual income anywhere between $360,000-$950,000 can grant entry into the top 1%—depending on where you live in America.

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A cropped map of the U.S. listing the annual income needed to be in the top 1% in each state.

How Much Does it Take to be the Top 1% in Each U.S. State?

There’s an old saying: everyone thinks that they’re middle-class.

But how many people think, or know, that they really belong to the top 1% in the country?

Data from personal finance advisory services company, SmartAsset, reveals the annual income threshold at which a household can be considered part of the top 1% in their state.

Some states demand a much higher yearly earnings from their residents to be a part of the rarefied league, but which ones are they, and how much does one need to earn to make it to the very top echelon of income?

Ranking U.S. States By Income to Be in the Top 1%

At the top of the list, a household in Connecticut needs to earn nearly $953,000 annually to be part of the one-percenters. This is the highest minimum threshold across the country.

In the same region, Massachusetts requires a minimum annual earnings of $903,401 from its top 1% residents.

Here’s the list of all 50 U.S. states along with the annual income needed to be in the 1%.

RankStateTop 1% Income
Threshold
Top 1% Tax Rate
(% of annual income)
1Connecticut$952,90228.40%
2Massachusetts$903,40127.15%
3California$844,26626.95%
4New Jersey$817,34628.01%
5Washington$804,85325.99%
6New York$776,66228.29%
7Colorado$709,09225.86%
8Florida$694,98725.82%
9Illinois$660,81026.35%
10New Hampshire$659,03726.25%
11Wyoming$656,11824.79%
12Virginia$643,84826.11%
N/ANational Average$652,657N/A
13Maryland$633,33325.94%
14Texas$631,84925.83%
15Utah$630,54423.77%
16Minnesota$626,45125.53%
17Nevada$603,75125.19%
18South Dakota$590,37322.99%
19Pennsylvania$588,70224.95%
20North Dakota$585,55624.76%
21Georgia$585,39725.06%
22Oregon$571,81324.66%
23Arizona$564,03125.22%
24Idaho$560,04023.17%
25North Carolina$559,76225.31%
26Montana$559,65624.46%
27Kansas$554,91225.03%
28Rhode Island$548,53125.26%
29Tennessee$548,32925.12%
30Alaska$542,82425.38%
31Nebraska$535,65124.10%
32Delaware$529,92825.37%
33Vermont$518,03923.63%
34Wisconsin$517,32124.90%
35South Carolina$508,42724.40%
36Michigan$504,67125.01%
37Maine$502,60524.04%
38Missouri$500,62624.93%
39Ohio$500,25325.09%
40Hawaii$495,26324.12%
41Iowa$483,98524.09%
42Indiana$473,68524.55%
43Alabama$470,34123.82%
44Oklahoma$460,17223.68%
45Louisiana$458,26924.80%
46Arkansas$450,70021.11%
47Kentucky$445,29424.14%
48New Mexico$411,39523.35%
49Mississippi$381,91923.04%
50West Virginia$367,58223.26%
N/ANational Median
Household Income
$75,000N/A

California ($844,266), New Jersey ($817,346), and Washington ($804,853) round out the top five states with the highest minimum thresholds to make it to their exclusive rich club.

On the other end of the spectrum, the top one-percenters in West Virginia make a minimum of $367,582 a year, the lowest of all the states, and about one-third of the threshold in Connecticut. And just down southwest of the Mountain State, Mississippi’s one-percenters need to make at least $381,919 a year to qualify for the 1%.

A quick glance at the map above also reveals some regional insights.

The Northeast and West Coast, with their large urban and economic hubs, have higher income entry requirements for the top 1% than states in the American South.

This also correlates to the median income by state, a measure showing Massachusetts households make nearly $90,000 a year, compared to Mississippians who take home $49,000 annually.

How Much Do the Top 1% Pay in Taxes?

Meanwhile, if one does make it to the top 1% in states like Connecticut and Massachusetts, expect to pay more in taxes than other states, according to SmartAsset’s analysis.

A chart showing how states with the top highest and lowest average tax rates for their top 1% residents.

The one-percenters in the top five states pay, on average, between 26–28% of their income in tax, compared to those in the bottom five who pay between 21–23%.

And this pattern exists through the dataset, with higher top 1% income thresholds correlating with higher average tax rates for the wealthy.

State RanksMedian Tax Rate
Top 1026.65%
20-3025.09%
30-4024.65%
10-2025.07%
40-5023.75%

These higher tax rates point to attempts to reign in the increasing wealth disparity in the nation where the top 1% hold more than one-third of the country’s wealth, up from 27% in 1989.

Where Does This Data Come From?

Source: SmartAsset’s America’s Top 1% Is Different in Each State uses data from 2020 individual tax filings from the IRS, adjusted to 2023 dollars using the Bureau of Labor Statistics’ Consumer Price Index.

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