It would appear consumers have a tendency to gravitate not just to a particular brand, but to an entire set of brands. This Brand Affinity can be a goldmine for marketers to develop a deeper understanding of an audience.
SimilarWeb’s Brand Affinity infographic for banking sites shows how four different banking brands tend to influence other consumption habits – particularly shopping, news, air travel, and hospitality.
Although Wells Fargo and TD Bank customers tend to reserve accommodations through AirBnB, Citibank and Chase customers respectively prefer Starwood and Marriott hotel chains. Of the four banking sites we analyzed, Wells Fargo, TD Bank, and Chase customers share one brand category, while Citibank customers prefer a unique set of consumer brands.