Tag Archives: Brand loyalty

How Do (They) Love Thee? Follow Their Brand Footprints

How Do (They) Love Thee? Follow Their Brand Footprints – a TUPdate by Dan Ness, March 17, 2017

“How Do I Love Thee? Let me count the ways.” So begins the 43rd of Elizabeth Browning’s Sonnets from the Portuguese. After more than 160 years, this poetry still inspires.
This classic poem seems fitting for a research-based understanding of customer loyalty and, well, mutual loyalty and love. One might hope that love and loyalty would flow in both directions – between customers and company – and in turn would result in more delighted customers, better products and services, and more customers actively using more of a brand’s offerings. In addition to brand footprint measures such as market size and intensity, MetaFacts measures the shape, loyalty, and quality of technology users.

Apple’s Intensity Up and To the Right

Apple’s customers now rank highest in average number of Apple devices, an elemental measure of brand footprint, reflecting in part the intensity of customer’s involvement. When customers use more than one of a brand’s offerings, it reflects the value customers see and their depth of customer loyalty. Based on our most recent wave of Technology User Profile (TUP), Apple’s customers are actively using an average of 2.18 devices, spanning Macs, iPhones, iPads, an Apple TV box, Apple Watch, or some combination. Only one year earlier, our TUP 2015 wave reported that Apple’s device average was effectively on par with the footprint of Microsoft Windows devices.
Between 2014 and 2016, HP and Google Android/Chrome OS devices have seen their customer’s active device averages erode as Apple’s has gained. This is due in part to consumers abandoning older Google Android Tablets. Dell’s average rose slightly in 2015, only to sag slightly by 2016. Continue reading

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Filed under Desktops, Devices, Market Research, Market Sizing, Mobile Phones, Notebooks, Operating systems, Smartphones, Tablets, TUP 2016, TUPdate

Apple loyalty – still faithful?

[Please note: This information is from TUP 2008 and has been updated in more recent waves of TUP. Contact MetaFacts for updates.]

Apple commands the strongest repurchase intent of any PC brand. More than four in five (81%) of households with Apple as their primary Home PC plan to buy the same brand – Apple – for their next PC.

Taken together, the non-Apple brands garner less than half of that intention, at 40%. Of the major PC brands, Dell is at the top of buyer’s shopping list, with nearly half (48%) planning to buy a Dell PC.

With Apple computers now able to run Windows software, Apple owners aren’t as locked in as they were in years past. This flexibility appeals to many American consumers’ desire for choice and to buy products as open as possible to whatever may come along. Even when, in reality, computer users don’t end up using any extra features or capabilities, most consumers choose extras as a sort of hedge against unanticipated needs.

PC Repurchase Brand Loyalty - Apple Profile Report 2008

PC Repurchase Brand Loyalty – Apple Profile Report 2008

Historically, Apple has had strong repurchase brand loyalty. It may be surprising to see such high numbers given Apple’s recent success in attracting new customers; not all new customers are necessarily loyal. This bodes well for Apple’s future, because it means that even new customers can join the ranks of the Apple-loyal diehards that have supported the brand through leaner days.

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This information is released from the Apple Profile Report, a Technology User Profile solution from MetaFacts. It is based on recent surve-based research, reporting directly from a representative sample of actual users. The Apple Profile Report is available for immediate purchase through the online store at the MetaFacts website – MetaFacts.com

News flash: even more recent updates to this information are available to subscribers to the full Technology User Profile service, the TUP Overview Report, and other TUP Profile Reports.

Other findings in the Apple Profile Report include:

  • The life of the Apple computer, longer or shorter?
  • How Apple computers are used distinctly from Windows PCs
  • Apple’s retail footprint – success and failure
  • Apple users concentrated in few occupations
  • Apple as the second or third computer; this camel’s nose is sniffing around the tent’s edge
  • Why a cybercafé survey might fool you
  • Just how “different” and elite are Apple customers – socioeconomically, behaviorally, and attitudinally?
  • Apple loyalty – still faithful?
  • The halo effect – has the iPod changed Apple’s PC business?
  • Just how more creative are Apple’s users than the Windows crowd?
  • Apple’s most-connected – broadband households
  • Apple & the future digital home?
  • Apple’s future – who is Apple attracting?

MetaFacts releases ongoing research on the market shifts and profiles for Windows Vista, Mobile PCs, Workplace PCs, Home PCs, Broadband, Digital Imaging, and many other technology industry topics. These Profile Reports are in a series on specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption and use in American households and businesses. Interested technology professionals can sign up for complimentary TUPdates, periodic snapshots of technology markets.

About MetaFacts

MetaFacts, Inc. is a national market research firm focusing exclusively on the technology industries. MetaFacts’ Technology User Profile survey is the longest-running, large-scale comprehensive study of its kind, conducted continuously since 1983, the year before Apple released the Apple Macintosh. The detailed results are widely recognized as a primary marketing resource for Fortune 1000 companies providing consumer-oriented technology products and services, such as PCs, printers, peripherals, mobile computing, and related services and products. For more information, contact MetaFacts at 1-760-635-4300 or www.metafacts.com

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Filed under Consumer research, Market Research, TUP 2008

User age category and PC brand

The brand of mobile PC varies by age, although not to a great extent. One exception is Apple, which has attracted a younger audience, even while keeping longtime-loyal ever-aging customers. Almost two-thirds (61%) of Apple mobile computer users who use an Apple PC as their primary PC are aged 34 and below. By comparison, only half of most mobile PC brands users are this age, ranging between 48% and 55%.

At the other end of the age spectrum, Toshiba has the largest share of 45+ mobile PC users, with one in three (34%) in this age group. By comparison, only one-fifth (19%) of Apple’s customers are 45 or older, and for other PC makers, this group is closer to one quarter, ranging from 21% to 28%.

Mobile Brands Vary with Age

Mobile Brands Vary with Age

To access The Mobile PC Profile Report, please contact MetaFacts.

News flash: even more recent updates to this information are available to subscribers to the full Technology User Profile service, the TUP Overview Report, and other TUP Profile Reports.

Other findings in the Mobile PC Profile Report include:

Brand Shares of Mobile & Desktop PCs
Mobile PC Brands by Year Acquired
Market Segments and Mobile PC Brands
Operating Systems & Mobility
Operating Systems on Mobile PCs – Pre-installed or Aftermarket?
Operating Systems by Mobile PC Brand
User Age and Mobile Computing
User Age and Mobile PC Brand
User Gender and Mobile PC Brand
Age within Gender of Primary Computer User and Mobile PC Brand
Number of Locations by Gender and Age
Employment Status and Mobile Computing
Employment Status and Mobile PC Brands
Market Segment by Mobile PC Brand
Big & Small Companies and PC Mobility
Educational Level and Mobile PC Brand
Household Income by Mobile PC Brand
Age of Kids and Mobility of PC
Mobility Doesn’t Always Mean Mobile Use
Locations for Mobile PCs
Public PC Locations by Mobile PC Brand
Mobile PC Brand by Number of Locations Used
Mobile PC Users and the Total Number of PCs Used
Mobile PC Brand by Number of PCs Regularly Used
PC Purchase Year by Mobility
New versus Used/Refurbished by Mobile PC Brand
Hours of Use by Mobile PC Brand
Busy Mobile PCs and Mobile PC Brands
Activities and Mobility
Major Activities Point Out that Mobile PC Brands Vary
Tech Attitude Gap between Mobile PC and Desktop Users
Tech Attitudes by Mobile PC Brand
Brand Loyalty by Mobile PC Brand
Scanners by Mobile PC Brand
Docking Solutions by Mobile PC Brand
Firewire Usage by Mobile PC Brand
Sony Mobile PC Users Shop at a Broader Selection of Outlets
Which Mobile PC Users Frequent which Online and Retail Outlets
Retail Purchase Channels & Outlets by Mobile PC Brand
Online Purchase Channels & Outlets by Mobile PC Brand

MetaFacts releases ongoing research on the market shifts and profiles for Windows Vista, Mobile PCs, Workplace PCs, Home PCs, Moms and Dads, Web Creators, Broadband, and many other technology industry topics. These Profile Reports are in a series on specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption and use in American households and businesses. Interested technology professionals can sign up at http://www.metafacts.com for complimentary TUPdates, periodic snapshots of technology markets.

About MetaFacts

MetaFacts, Inc. is a national market research firm focusing exclusively on the technology industries. MetaFacts’ Technology User Profile survey is the longest-running, large-scale comprehensive study of its kind, conducted continuously since 1983, the year before Apple released the Apple Macintosh. The detailed results are widely recognized as a primary marketing resource for Fortune 1000 companies providing consumer-oriented technology products and services, such as PCs, printers, peripherals, mobile computing, and related services and products. For more information, contact MetaFacts at 1-760-635-4300.

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Filed under Consumer research, Market Research, TUP 2008

Brand loyalty by mobile PC brand

Brand loyalty is particularly strong for Apple customers, with repurchase intent the highest of all mobile PC brands. It’s often argued by Apple fans that this is because of the greatness of the Apple experience. It could also be argued that Apple has strong repurchase intent because of its closed, proprietary nature, requiring any switching users to possibly purchase new peripherals and software, as well as face a learning curve.Among Windows mobile PC brands, only Dell has a repurchase intent level nearing half (47%). Of all the mobile PC brands, Dell ranks first.

Gateway fares last in repurchase intent, with 28% of Gateway mobile PC intending to buy the same brand.

Mobile PC Brand Repurchase Loyalty - Mobile PC Brand Profile Report

Mobile PC Brand Repurchase Loyalty – Mobile PC Brand Profile Report

The Mobile PC Profile Report is available for immediate purchase through the online store at the MetaFacts website – MetaFacts.com     News flash: even more recent updates to this information are available to subscribers to the full Technology User Profile service, the TUP Overview Report, and other TUP Profile Reports.

Other findings in the Mobile PC Profile Report include:

Brand Shares of Mobile & Desktop PCs
Mobile PC Brands by Year Acquired
Market Segments and Mobile PC Brands
Operating Systems & Mobility
Operating Systems on Mobile PCs – Pre-installed or Aftermarket?
Operating Systems by Mobile PC Brand
User Age and Mobile Computing
User Age and Mobile PC Brand
User Gender and Mobile PC Brand
Age within Gender of Primary Computer User and Mobile PC Brand
Number of Locations by Gender and Age
Employment Status and Mobile Computing
Employment Status and Mobile PC Brands
Market Segment by Mobile PC Brand
Big & Small Companies and PC Mobility
Educational Level and Mobile PC Brand
Household Income by Mobile PC Brand
Age of Kids and Mobility of PC
Mobility Doesn’t Always Mean Mobile Use
Locations for Mobile PCs
Public PC Locations by Mobile PC Brand
Mobile PC Brand by Number of Locations Used
Mobile PC Users and the Total Number of PCs Used
Mobile PC Brand by Number of PCs Regularly Used
PC Purchase Year by Mobility
New versus Used/Refurbished by Mobile PC Brand
Hours of Use by Mobile PC Brand
Busy Mobile PCs and Mobile PC Brands
Activities and Mobility
Major Activities Point Out that Mobile PC Brands Vary
Tech Attitude Gap between Mobile PC and Desktop Users
Tech Attitudes by Mobile PC Brand
Brand Loyalty by Mobile PC Brand
Scanners by Mobile PC Brand
Docking Solutions by Mobile PC Brand
Firewire Usage by Mobile PC Brand
Sony Mobile PC Users Shop at a Broader Selection of Outlets
Which Mobile PC Users Frequent which Online and Retail Outlets
Retail Purchase Channels & Outlets by Mobile PC Brand
Online Purchase Channels & Outlets by Mobile PC Brand

MetaFacts releases ongoing research on the market shifts and profiles for Windows Vista, Mobile PCs, Workplace PCs, Home PCs, Moms and Dads, Web Creators, Broadband, and many other technology industry topics. These Profile Reports are in a series on specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption and use in American households and businesses. Interested technology professionals can sign up for complimentary TUPdates, periodic snapshots of technology markets.

About MetaFacts

MetaFacts, Inc. is a national market research firm focusing exclusively on the technology industries. MetaFacts’ Technology User Profile survey is the longest-running, large-scale comprehensive study of its kind, conducted continuously since 1983, the year before Apple released the Apple Macintosh. The detailed results are widely recognized as a primary marketing resource for Fortune 1000 companies providing consumer-oriented technology products and services, such as PCs, printers, peripherals, mobile computing, and related services and products. For more information, contact MetaFacts at 1-760-635-4300.

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Filed under Consumer research, Market Research, TUP 2008

Having children in the household does make a difference for Vista

Microsoft seems to have an advantage with households that have children in upgrading to Vista.

No, it’s not as if parents coming home from the hospital have an operating system bundled with the baby. Nor is it that kids are getting Vista on the schoolyard. Not exactly, that is. Computers do play an increasing role in younger student’s studies as well as game-playing. Elsewhere in this report and Technology User Profile, we’ve shared that an increasing number of households have multiple PCs, and that many are being used in children’s bedrooms.

Two out of five (42%) Vista households have children in the home. The age of the child does not seem to matter whether the household has upgraded to Vista. Whether they are teens, tots, or some combination, the presence of children appears to drive the need or desire to upgrade to Vista.

One-third (33%) of Older Window Households do not have children. A quarter (23%) of Older Window Households have retired family members.

Half (48%) of the households that have at least one Apple PC are made up of two people without children. Four out of ten (38%) are households with two people and children, while one in ten (14%) are households of one person.

Long-term and near-term, a child-divide is not great for Apple. Larger households simply mean there’s a greater opportunity for more computer-using customers and the chance for Apple to expand not only its loyalty, but also its legacy.

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Other findings in the MetaFacts Operating Systems Profile Report include:

  • Operating System Landscape
    • Multi-PC and Multi-OS Households
  • Home Operating Systems and Demographics
    • Having children in the household does make a difference for Vista
    • Household employment and operating system
    • Education level and operating system within the household
    • Annual household income and operating system
    • People age 18-34 are using more Apple primary home PCs than older people
  • Purchase Channels
    • Apple gets a bigger share of direct sales than Windows PCs
  • PC Brands & Operating Systems
    • New PC brands bought by operating system
    • Total installed base for all primary home PCs shows some movement from the big brands in the new PC market
  • Changes in PC Form Factors – Laptops are coming on strong as new primary PC form factor
  • How Different Operating Systems are Used Differently
    • Email is the most frequent activity of users on all primary home PCs
    • New primary home PC user activities
  • Operating Systems and Other Consumer Electronics
    • Handheld device use and operating system of the household
    • Imaging behavior and household operating system
    • Television viewing habits and operating system in the household
    • Convenience is the key for households that have at least one Apple Home PC
    • Some Older Windows Households are planning to upgrade while still taking advantage of older technology
  • Technology Attitudes and Operating Systems
    • Attitudes of adult PC users vary with operating system

MetaFacts releases ongoing research on the market shifts and profiles for Windows Vista, Mobile PCs, Workplace PCs, Home PCs, Broadband, Digital Imaging, and many other technology industry topics. These Profile Reports are in a series on specific topics utilizing the Technology User Profile Annual Edition study, which reveals the changing patterns of technology adoption and use in American households and businesses. Interested technology professionals can sign up at https://technologyuser.com/contact/ for complimentary TUPdates, periodic snapshots of technology markets.

About MetaFacts

MetaFacts, Inc. is a national market research firm focusing exclusively on the technology industries. MetaFacts’ Technology User Profile survey is the longest-running, large-scale comprehensive study of its kind, conducted continuously since 1983, the year before Apple released the Apple Macintosh. The detailed results are widely recognized as a primary marketing resource for Fortune 1000 companies providing consumer-oriented technology products and services, such as PCs, printers, peripherals, mobile computing, and related services and products. For more information, contact MetaFacts at 1-760-635-4300 or www.metafacts.com

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Filed under Consumer research, Market Research, Multiple-PC Household, TUP 2008