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Microsoft is the top consumer technology brand name in the U.S. says Forrester Research

Posted: , by Alan F.

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Microsoft is the top consumer technology brand name in the U.S. says Forrester Research
Based on a survey of more than 4500 U.S. adults conducted by Forrester Research in August of last year, Microsoft is the strongest consumer technology brand name in the U.S. Apple finished second with Sony third and Samsung fourth. Forrester computed the strength of ten technology brands. Among the ten names in the survey were Apple, Microsoft, Samsung, Sony, Dell and Hewlett-Packard.

Microsoft beat out the other tech names thanks to a high trust ranking among all age-groups. The brand also relied heavily on the "Essentials" category. While Apple is seen as providing high quality products that meet consumers' needs, Microsoft products are considered essential by the public. In addition, the new "One Microsoft" unified branding really seemed to connect with the American public, used to seeing unified branding with Apple. Tracey Stokes, the Forrester analyst in charge of taking the survey, said that the results were a surprise, and that if the survey had been conducted 12 to 18 months earlier, the results would have been different. That seemed to be a hint that Apple would have finished first previously.

"Microsoft's essentiality is so ubiquitous, there's really no alternative [in consumers' minds] to Windows and Office. Microsoft has a utilitarian essentiality, not the kind of emotional essentiality that Apple relies on...Although Apple is seen as providing products and services 'that meet my needs' and offering 'the highest-quality product/offering,' consumers do not consider Apple to be as essential as Microsoft. Apple was once emotionally essential, but as it loses its emotional hold, it won't be able to win solely on utilitarian qualities."-Tracey Stokes, analyst, Forrester Research

Stokes added that Apple's problems resulted in its second place finish. Over the last year, the Cupertino based company has been perceived by the public as being unable to innovate. "Apple's lost a little bit of its [brand] luster," she said. Stokes did point out that Apple has been trying to touch consumer's emotions with its recent ads, and is trying to give off an appearance of luxury with its products.

While Microsoft had high rankings among all demographic groups, Apple and Samsung did well in younger demographics. The rivals scored the best among Millennials, those in the 25-33 age bracket.

source: ComputerWorld via WPCentral

23 Comments
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posted on 09 Jan 2014, 15:51 8

1. Troysyx (Posts: 150; Member since: 30 Jul 2012)


Is this a joke????? Microsoft??? Really???

posted on 09 Jan 2014, 15:53 6

2. QWIKSTRIKE (Posts: 916; Member since: 09 Mar 2010)


Why not? Essentially they are the best when it comes to desktop computing,

posted on 09 Jan 2014, 16:04

4. sprockkets (Posts: 1365; Member since: 16 Jan 2012)


Probably not a joke. Think about it: I'm willing to bet 90% of those queried have no clue about MS's anti trust trial, the halloween documents, their hate of anything open source, etc.

though if you asked the same people who had to slog it through win9x and winxp pre sp2, the numbers would be way different.

posted on 10 Jan 2014, 10:18

21. elitewolverine (Posts: 2092; Member since: 28 Oct 2013)


hate of open source, or the fact that their customers rely on business, business in the sense they want one experience.

meh, it is because windows is synonimous with computing at this point. Most people 30+ know windows as a stay in the home.

Essential yes, because when you go to the library, schools and business Office is on them. Very few places show "open office" as a required skillset.

posted on 09 Jan 2014, 17:14

13. fireblade (Posts: 714; Member since: 27 Dec 2013)


thanks to Nokia

posted on 09 Jan 2014, 15:58 10

3. bibekpachhai (unregistered)


Nothing beats Windows when it comes to desktop and laptop. However, Windows 8 is annoying. I prefer Windows 7 over 8.

posted on 09 Jan 2014, 16:30 2

8. EclipseGSX (Posts: 1655; Member since: 18 Oct 2011)


People said the same thing when XP and Vista came out, granted Vista was terrible but people will get used to it.

posted on 09 Jan 2014, 19:17 2

16. InspectorGadget80 (Posts: 6740; Member since: 26 Mar 2011)


Same prefer windows 7 over 8 and the bad VISTA.

posted on 09 Jan 2014, 16:06 6

5. papss (unregistered)


Good for them. So many effing haters on here...

posted on 09 Jan 2014, 16:07 2

6. ihavenoname (Posts: 1523; Member since: 18 Aug 2013)


Well, I have to say I'm really suprised. But I think that public sees M$ as Toyota and Apple as Lexus. Lexus is more premium brand and products are more premium, but Toyota gets the job done good as well and is more accessible for people (price, more models, you know what I mean).

posted on 09 Jan 2014, 16:34 1

9. EclipseGSX (Posts: 1655; Member since: 18 Oct 2011)


First of all that is completly wrong since MS and Apple are different companies, where as Lexus was founded by Toyota. Second can we f**king not compare phones to cars? They are two totally different things. It's like comparing a boat to a sandwich.

posted on 09 Jan 2014, 16:42 2

10. Commentator (Posts: 2513; Member since: 16 Aug 2011)


It's not completely wrong just because one pair of companies have a different relationship than the other. He was comparing end product functions, not company histories. Also, don't forget that Steve Jobs himself compared the PC industry to the auto industry. Comparisons exist between everything everywhere.

posted on 09 Jan 2014, 17:35

15. EclipseGSX (Posts: 1655; Member since: 18 Oct 2011)


Ok, so maybe not "completely" but just because these comparisons exist, doesn't mean they should be used.

posted on 09 Jan 2014, 23:07

17. ihavenoname (Posts: 1523; Member since: 18 Aug 2013)


Ok, if your precious day was ruined by my car comment, ok I shut up and don't continue, sir/ma'am.

posted on 09 Jan 2014, 23:52 1

19. JerryTime (Posts: 468; Member since: 09 Nov 2013)


The bottom line is your comparison was a bad one because Lexus IS a Toyota product. They use the same engines etc... It's definitley more stylish and as many more amenities, but it doesn't change whats under the hood. Very similar to Audi and Volkswagen. If you buy a new Lexus you even get a Welcome to Toyota packet at the dealership and in the mail.

posted on 10 Jan 2014, 10:20

22. elitewolverine (Posts: 2092; Member since: 28 Oct 2013)


technically ios and win use the same engines x86

his comparison was not far off by any means.

posted on 09 Jan 2014, 16:48 2

11. MojoDojo (Posts: 87; Member since: 11 Jul 2013)


I have no idea what you mean! Its more like I pay for a Toyota and get a Lexus when I choose Micorsofts product. And get a Toyota when I pay for a Lexus when I choose Apple products.

posted on 09 Jan 2014, 17:34 2

14. QWIKSTRIKE (Posts: 916; Member since: 09 Mar 2010)


Apple does not make premium Desktops. They merely are consistent in every thing that is made. As a Windows desktop maker I make way better products than Apple that are "upgradeable", and can be made custom to suit any need be it gaming streaming, Home Theatre, Network Storage, or just browsing the web! I just recently made a 80 terabyte network Windows 12 server streaming Home Theatre throughout someone home to over 40" LED/LCD tv's!

posted on 09 Jan 2014, 23:18

18. ihavenoname (Posts: 1523; Member since: 18 Aug 2013)


Ok guys, I see you didn't read properly. I said how PUBLIC and non techy- guys might see situtation, not us. Microsoft is known for being tech company for public and Apple is premium brand. Car comparison was bad idea, i see. And maybe shouldn't use two who belong to same company.

posted on 09 Jan 2014, 16:13 2

7. muser793 (Posts: 46; Member since: 15 Aug 2013)


Best company in the world. ^_^

posted on 09 Jan 2014, 16:59 2

12. XperiaFanZone (Posts: 1476; Member since: 21 Sep 2012)


Forever.

posted on 09 Jan 2014, 23:58

20. JerryTime (Posts: 468; Member since: 09 Nov 2013)


Am i the only one that hates this very controlled and limited serveys being done, and then being presented as scripture? I've banged on the Apple ones before, and grant it I'm happy it's not another Apple one, but these are crap.

posted on 10 Jan 2014, 10:21

23. elitewolverine (Posts: 2092; Member since: 28 Oct 2013)


well then do your own survey. It is one thing to say it can be flawed, which all surveys are. But with you offering nothing better, then your opinion is rather 'mute'. Sorry if that is harsh

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