The survey, by branding consultancy Incite, also suggests that more traditional brands like Barclays, HSBC, Royal Mail and British Airways are 'more likely to be seen as boring and dull'.
The study questioned nearly 500 consumers between the ages of 18 and 65 years old, as well as carrying out three focus groups with pre-family, family and post family demographic groups.
Incite asked participants to name brands they consider to be the most and least innovative, and to explain their reasons.
The survey, to be repeated on an annual basis, revealed that 74% of consumers respect brands that are 'constantly moving forward'. In addition, 85% said they want new products to make their life easier, although 60% are against the idea of creating something new for the sake of it.
The top 20 innovative brands are:
- 1. Sony
- 2. Apple
- 3. Microsoft
- 4. Virgin
- 5. Nokia
- 6. Dyson
- 7. Nintendo
- 8. Tesco
- 9. Sky
- 10. Panasonic
- 11. Honda
- 12. Samsung
- 13. Google
- 14. Phillips
- 15. Dell
- 16. Toyota
- 17. eBay
- 18. Amazon
- 19. BT
- 20. Toshiba
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