Apple's iPhone analysis

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Apple's iPhone analysis

  1. 1. 17th November 2011 Research paper on: Apple’s iPhoneTeam B4Eric SwensonDionysios Lorentzos
  2. 2. Howhas theiPhonespopularitybeen affected byconsumers perceptionsof the iPhone and the roleit plays in their lives, focusingon the abstract concepts of self,lifestyles, appearance, and buyer analysis?
  3. 3. Smartphone Market Q3 2011 11%Android OsApple iPhone 18% 43%RIM BlackberryOther 28%
  4. 4. PREDICTIONS “OWN AN IPHONE” IMAGE & BRAND NAME ENGAGE MORE IN CONSPICUOUS CONSUMPTION DISPLAYING INCOME OR WEALTH NEED FOR SOCIAL STATUS
  5. 5. PREDICTIONS MORE LOGIC PURPOSES THAN EMOTIONAL TECHNICAL REASONS SEARCHING OF TECHNICAL REASONS DON’T LIKE BEING SOLD A PARTICULAR IMAGE AT A HIGH COST
  6. 6.  USE OF DEMOGRAPHIC SURVEYS INDIVIDUAL INTERVIEWS FOCUS GROUPS METHODOLOGY
  7. 7. ANDROID iPHONE DEMOGRAPHICS
  8. 8. ANDROID iPHONE PERSONALITIES
  9. 9. iPhone Android Utility Utility Brand BrandLogic Logic Loyalty LoyaltyTechnolog Social Technolog Social y Status y Status
  10. 10.  “Stereotypes validated” Both ask for technology iPhone : emotion driven Android: economical but powerful

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