Why Consumers Switch Brands

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By analyzing online consumer conversation about the Windows phone, Crimson Hexagon examines why consumers develop brand affinity and why they switch brands.

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Why Consumers Switch Brands

  1. 1. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. COMPANY & TECHNOLOGY OVERVIEW CONSUMER ELECTRONICS
  2. 2. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. BUSINESS QUESTION: What drives consumers to abandon the iOS ecosystem in favor of Windows Phones? METHOD: Develop a framework for measuring consumer affinity for the Windows Phone by performing contextual analysis of social media conversations about Windows Phones and iPhones over a 16-month time period. CASE STUDY: WINDOWS PHONE APPEAL
  3. 3. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. FINDINGS: A. Largest incentive to adopt Windows Phones is the price point (27%) B. The devices’ operating system offers an enhanced user experience (20%) • As expected, consumers do lament the lack of native apps in the Windows ecosystem (15%) C. 15% praise the functionality and performance of Windows Phones relative to iPhones WindowsPhone:ReasonstoAdopt (1/1/12–5/1/13) 1,827,661Relevant Posts A WINDOWS PHONE: REASONS TO ADOPT B C B
  4. 4. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. “My sister’s Nokia Lumia 920 is so cool. And the picture quality is way better than the iPhone 5.” -@GaryKTA “@jrsalzman chk out the @Nokia Lumia 920 @windowsphone. Better tech than Iphone all around. Touch screen works with gloves. #my2cents” -@Teskemj “Had a good play with a Nokia Lumia 800 today. Windows Phone makes Android and iOS look so dated.” -@fannolhqi0 WINDOWS PHONE: REASONS TO ADOPT
  5. 5. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. • The Crimson Hexagon ForSight™ platform empowers manufacturers of consumer electronics to analyze how consumers discuss their devices ona massive scale • Understandthecontextinwhichconsumersrecountexperiencesanddiscussthefunctionalityand performanceofeachdevice • Evaluatetheeffectofnewadvertisingcampaignsandmessagingstrategiesonconsumerproduct useandbrandperception • Priceand UX drive current appeal of Windows Phones over iOS devices • Consumersmotivatedtoswitchecosystemsstillhaveamajorpainpointwiththelackofapps availableonWindows WINDOWS PHONE: KEY TAKEAWAYS
  6. 6. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform delivers the industry’s most comprehensive Big Data analysis capabilities for a variety of large-scale data sources. Clients include leading global organizations such as: Microsoft, Paramount Pictures, Starbucks, Simon & Schuster, Twitter, and many more. For more information go to: http://www.crimsonhexagon.com. CRIMSON HEXAGON
  7. 7. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. Learn More About Crimson Hexagon’s BrightView™ Algorithm Click Here for An Introduction To BrightView ™ Algorithm

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