Behind the acronym GAFA to Google cache, Apple, Facebook and Amazon, the four major US groups of digital. In Europe and France, hunting GAFA seems to be open.
When this is not for tax payment issues via what they present as tax optimization, ie, is questionable handling of personal data, obscure, or conditions of use of charges of abuse of dominant position.
According to a poll by BVA for Fabernovel, the French know the GAFA. Maybe not with this acronym but the recognition rate is around 99%. Better knowledge goes for the Google brand especially as this knowledge is the transgenerational.
If 68% believe that these brands have changed their lives, and 63% are amazed by their capacity for innovation, they are only 42% feel close to them.
The Google brand seems to be the most popular with 81% who have a good image. Apple and Amazon also have a good image (69% and 65%), while Facebook has an effort at this level.
Only 39% have a pretty good image of Facebook when 58% in have a bad. This negative image is especially present with more than 50 years when it is more mixed for 15-34 years. This is probably due to the fact that Facebook gives much more sense – by its nature social network – to focus on the personal data with any concerns that it can generate. Facebook remains that in France it is 28 million users.
NB : Survey conducted on 23 and 24 October 2014 with a sample of 1,268 people representative of the French population aged 15 and over
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