• November 19, 2009

Google remains the favorite online brand, but Yahoo and Amazon aren't far behind, according to a Forrester survey of more than 4,000 consumers.

The survey also found that consumers are most focused on old-fashioned" attributes such as trustworthiness, helpfulness and relevance, rather than on online brands' technological innovation or speed.

"Direct-to-consumer brands in categories including media, retail, financial services, and travel -- and consumer electronics, given its technology angle -- should position themselves against competitors' weaknesses and deliver their brand messages through site experiences that complement offline marketing," Forrester analyst David Card observed in blogging about the report. --Karlene Lukovitz