The latest Brand Keys survey on Loyalty Leaders, its 20th annual survey, shows some changes in the brands consumers are loyal to, perhaps in part also reflecting the influence of Millennials.

In the latest listing, the largest loyalty shift has been in more traditional areas such as apparel retail and athletic footwear. Of the 635 brands in 72 categories examined, digital technology, social networking brands and brands that facilitate digital technologies and social networking had the most Loyalty Leader brands, representing 35 percent of this year’s list of the Top 100 Loyalty Leaders. The methodology of the survey included assessments from 42,792 consumers between the ages of 18 and 65 from nine U.S. Census regions.

The following are the top 25 brands on the list for 2016. In parenthesis are their rankings from 2015.

 

  1.   Google (6)
  2.   Amazon, online retail (8)
  3.   Apple, tablets (4)
  4.   Netflix (1)
  5.   Facebook (5)
  6.   Apple, smartphones (3)
  7.   Amazon, tablets (2)
  8.   YouTube, (7)
  9.   Amazon, video streaming (10)
  10.   WhatsApp (9)
  11.   iTunes, video streaming (13)
  12.   PayPal (18)
  13.   Dunkin’ Donuts (17)
  14.   Samsung, smartphones (11)
  15.   Nike, athletic footwear (31)
  16.   Ford (22)
  17.   Uber (21)
  18.   Starbucks (40)
  19.   LinkedIn (16)
  20.   Zappos (12)
  21.   Zubrowka, vodka (30)
  22.   Hyundai (19)
  23.   Twitter (20)
  24.   Ralph Lauren (43)
  25.   Grey Goose, vodka (15)

Among other brands, Instagram stayed the same in 27th place year-over-year, but Apple slipped to 29 from 25 last year, while its iTunes online music business fell to 34 from 28 and Hulu fell to 46 from 31 in 2015.

Among the newcomers to this year’s list are: Airbnb at 52; social networking app Line at 72; digital newsletter startup TheSkimm at 76; Häagen-Dazs at 85; Jack Daniels at 92; Internet media firm BuzzFeed at 95; Burt’s Bees at 96; home improvement company Lowe’s at 99, and mutual fund firm Vanguard at 100.

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