Surveys

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

posted by Alan F. / Jan 09, 2014, 3:21 PM

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

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23 Comments

1. Troysyx

Posts: 181; Member since: Jul 30, 2012

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

posted on Jan 09, 2014, 3:51 PM 8

2. QWIKSTRIKE

Posts: 1457; Member since: Mar 09, 2010

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

posted on Jan 09, 2014, 3:53 PM 6

4. sprockkets

Posts: 1612; Member since: Jan 16, 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 Jan 09, 2014, 4:04 PM 0

21. elitewolverine

Posts: 5192; Member since: Oct 28, 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 Jan 10, 2014, 10:18 AM 0

13. fireblade

Posts: 717; Member since: Dec 27, 2013

thanks to Nokia

posted on Jan 09, 2014, 5:14 PM 0

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 Jan 09, 2014, 3:58 PM 10

8. EclipseGSX

Posts: 1770; Member since: Oct 18, 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 Jan 09, 2014, 4:30 PM 2

16. InspectorGadget80 unregistered

Same prefer windows 7 over 8 and the bad VISTA.

posted on Jan 09, 2014, 7:17 PM 2

5. papss unregistered

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

posted on Jan 09, 2014, 4:06 PM 6

6. ihavenoname

Posts: 1693; Member since: Aug 18, 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 Jan 09, 2014, 4:07 PM 2

9. EclipseGSX

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 Jan 09, 2014, 4:34 PM 1

10. Commentator

Posts: 3722; Member since: Aug 16, 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 Jan 09, 2014, 4:42 PM 2

15. EclipseGSX

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

posted on Jan 09, 2014, 5:35 PM 0

17. ihavenoname

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

posted on Jan 09, 2014, 11:07 PM 0

19. JerryTime

Posts: 468; Member since: Nov 09, 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 Jan 09, 2014, 11:52 PM 1

22. elitewolverine

technically ios and win use the same engines x86 his comparison was not far off by any means.

posted on Jan 10, 2014, 10:20 AM 0

11. MojoDojo

Posts: 102; Member since: Jul 11, 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 Jan 09, 2014, 4:48 PM 2

14. QWIKSTRIKE

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 Jan 09, 2014, 5:34 PM 2

18. ihavenoname

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 Jan 09, 2014, 11:18 PM 0

7. muser793

Posts: 60; Member since: Aug 15, 2013

Best company in the world. ^_^

posted on Jan 09, 2014, 4:13 PM 2

12. XperiaFanZone

Posts: 2277; Member since: Sep 21, 2012

Forever.

posted on Jan 09, 2014, 4:59 PM 2

20. JerryTime

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 Jan 09, 2014, 11:58 PM 0

23. elitewolverine

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