UNITED STATES       UNITED KINGDOM   FRANCE
Boston MA Ohio Milton Keynes  
Strategy Analytics Inc Strategy Analytics Inc Strategy Analytics Ltd. Strategy Analytics
199 Wells Avenue Suite 108   Bank House, 171 Midsummer Boulevard 15, rue Reaumur
Newton MA   Milton Keynes 75003 Paris
MA 02459   MK9 1EB France
USA USA United Kingdom  
Tel: +1 617 614 0700 Tel: +1 617 614 0716 Tel: +44 1908 423600 Tel: +33 1 53 40 99 50
Fax: +1 617 614 0799
  Map/Get Directions		 Fax: +1 614 431 2343 Fax: +44 1908 423650
  Map/Get Directions		 Fax: +33 1 53 40 99 59
  Map/Get Directions
       
      GERMANY
Los Angeles San Francisco Bay Area London  
Strategy Analytics Inc Strategy Analytics Inc Strategy Analytics : Teligen Strategy Analytics GmbH
3342 Wimbleton Drive 2610 Presidio Dr. Great West House, Great West Road Sebastiansplatz 5
Los Alamitos Brentwood Brentford D-80331 Muenchen
CA 90720 CA 94513 Middlesex, TW8 9DF Germany
USA USA United Kingdom  
Tel: +1 617 614 0719 Tel: +1 617 614 0732 Tel: +44 2081 850402 Tel: +49 89 51 51 35 0
  Fax: +1 925 308 7727 Fax: +44 2081 850419
  Map/Get Directions		 Fax: +49 89 51 51 35 55
  Map/Get Directions
       
JAPAN   KOREA CHINA  
       
Strategy Analytics Inc Strategy Analytics Inc Strategy Analytics Inc  
Level 18 Yebisu Garden Place Tower 16F, Gangnam Bldg., 1321-1 59-2-102 Beijing Suncity  
4-20-3 Ebisu Shibuya-ku Seocho-dong, Seocho-gu No. 30 Litang Road, Xiaotangshan  
Tokyo 150-6018 Seoul, 137-070 Changping District, Beijing  
Japan Korea P. R. China 102209  
Tel: +81-3-5789-5935 Tel: +82 2 310 9122 Tel: +86 10 8975 5246  
  Fax: +82 2 757 7100 Fax: +86 10 8975 5246  
       
    TAIWAN  
       
PK & Wise Hinton Information Services  
6F J's Building 6F-3 #103 Rueihu Street  
1487-4 Seeocho-dong Seocho-gu Neihu  
Seoul 137869 Taipei 11494  
Korea Taiwan  
Tel: +82 2 597 8756 Tel: +886-2-27993110 ext. 319  
Fax: +82 2 598 9444 Fax: +886-2-27995560
close

close
 

 

 
 

Apple Slips While Huawei Gains In Strategy Analytics Brand Preference Survey

Samsung Remains Top Tech Brand Followed By Sony

Boston, MA - March 17th 2014 – Apple’s brand preference rating fell by 5.1 points between Q2 and Q4 2013, one of the weakest performances of 21 major technology brands in the latest survey published by Strategy Analytics’ ConsumerMetrix service. Of particular concern to Apple is that its rating fell furthest in its core affluent and younger demographics. Samsung remained in first place, gaining ground in continental Europe  but falling back in the US and UK. The best performance came from Chinese brand Huawei with an increase of 3.8 points since Q2 2013 and strong gains in upper income segments. The brand preference rating is an indication of the balance between consumers who say they would choose a brand and those who would not, when buying technology products such as computers, mobile phones, TVs and related products, based on a survey of 6180 respondents in the US and Europe.

Other conclusions from the survey included
- Apple’s weak performance may be attributed to its relative lack of new product introductions
- While still an emerging brand, Huawei’s recent improvement suggests that its early marketing efforts are already having an impact
- Blackberry (down 11.9 points) and Motorola (down 6.1) saw the biggest declines, reflecting the difficulties of these brands in recent times
“Apple’s challenge is to stem the flow away from its stronghold segments while expanding its presence across other income and age demographics,” says David Mercer, Principal Analyst and the report’s author. “Our research shows that none of today’s leading technology brands can afford to rest on their laurels as newcomers such as Huawei are ready to provide serious competition.”

pr-170314b-cm.jpg

Other brands in the survey included Acer, Amazon, Asus, Blackberry, Compaq, Google, Huawei, Lenovo, Mitsubishi, Motorola, Nokia, Sanyo, Sharp, Vizio.
Source: Strategy Analytics ConsumerMetrix survey, Dec 13/Jan 14

Methodology: The 2013 Q4 ConsumerMetrix survey was fielded online in December 2013 and January 2014. The sample consisted of n=2024 individuals in the US and n=4095 individuals in Europe ages 15-65+. The data was weighted by country, age, gender and internet use to represent the US and European populations of internet users, respectively

The survey question referred to in this study was phrased as follows:
“When you think about buying any technology product (such as computers, mobile phones, TVs or related products), given what you know about these brands and what you would normally spend on these products, please indicate the probability that you would choose each of the following brands.”

Press release contact
David Mercer
Phone number: +44 1908 423610
Email: Contact me

Privacy Policy Terms & Conditions of Use

© 2019 Strategy Analytics