The poll of 4,504 mobile consumers in Brazil, China, India, Vietnam, and Nigeria found that 32% of respondents would ideally like their next device to come from Apple and 29% would prefer it be made by Samsung.
Nokia is the third most-favored brand (13% of respondents), followed far behind by HTC (5.4%), BlackBerry (4.3%), Sony Ericsson (4%), and LG (3.8%).
Manufacturer preference varies significantly by country, age, and gender:
- Apple's lead is higher than average in the 16-34 age segment across all markets (36% of respondents favor), as well as with females (34%) and in China (41%).
- Samsung fares better in the 45+ age segment (36%), as well as in Brazil and India (36% of respondents in each).
- Nokia’s scores better than average in Vietnam (21%) and India (17%), but below average in Nigeria and China.
Below, additional key findings from the report.
- When asked why they prefer certain mobile device brands, 46% respondents cited functionality.
- 24% say they like certain brands because of their aspirational qualities.
- 12% cited affordability and an equal number said they prefer devices from local brands they trust.
- There were very few regional, age, and gender differences in the responses to this question, with only slightly higher than average emphasis by the 45+ age segment on brand trust and affordability, and correspondingly lower emphasis on those two factors within the 16-34 age group.
Mobile Content and Apps
- Regarding mobile content and apps, local brands are seen as being more familiar and relevant.
- Global brands are seen as providing the best and most up-to-date content in the market.
About the research: The report was based on data from a survey conducted between January 31, 2014 and February 14, 2014 of 4,504 mobile consumers in Brazil, China, India, Vietnam, and Nigeria.
Continue reading "The Favorite Mobile Brands of Consumers in Emerging Markets" ... Read the full article
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