Survey reveals that Apple is the most desired mobile brand in emerging markets
32% of those surveyed want an Apple branded mobile device, followed by the 29% that covet a smartphone or tablet produced by Samsung. 13% are holding out for a Nokia model. In China, where the Apple iPhone is now available from the world's largest carrier in China Mobile, 42% want an Apple iPhone or iPad compared to the 32% wishing for a Samsung device.
Last year, Samsung topped this list with Nokia second and Apple in third. Despite the survey results, Android devices activated in those countries add up to 296,493, trouncing the 90,184 iOS units activated in the same locations. Functionality was the top reason given by nearly half of the consumers in the region, for purchasing a specific handset. In Brazil, 22% need to trust the manufacturer while brand aspiration is important for Nigerian (23%), Indian (26%), Chinese (21%) and Vietnamese (29%) consumers.
The survey also discovered that in emerging markets, 40% are grabbing content from the Google Play Store compared to just 28% who do the same from the Apple App Store. For those not happy with these app marketplaces, 20% cite the lack of personal recommendations, 24% point to poor navigation in the stores, and 11% complain about the lack of payment options.