This document summarizes research into factors that influence consumers' choice of mobile operating system. It found that price was the top factor considered when buying a new smartphone. Younger consumers and those with lower incomes were more likely to choose Android, while older and higher-income users preferred iOS. The findings recommend Apple focus groups to understand Samsung's appeal and communicate the value of the iOS experience beyond just price.
Executive Seminar on Market Promotion of 4G LTE
Avant Garde Solution in collaboration with Kathmandu University School of Management and IETE Nepal Chapter organized a seminar program to disseminate their research findings on inadequate market achievement of 4G LTE. The findings were presented to prominent marketing practitioners from telecom sector. The presentation was followed by panel discussion. The studies explored customers’ perspective on 4G-LTE sector especially their perception and attitude towards purchasing these products.
Follow us on:
Official Website: https://avantgarde.com.np/
Facebook: https://www.facebook.com/avantgardesolution/
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Getting closer to in the moment insights generation - Esomar Congress 2016Daan Versteeg
During ESOMAR Congress in New Orleans, Netquest and UPF RECSM presented a paper on how to combine different types of data, to allow brands and researchers to get the full picture on consumer behavior. In our research we focused on the combination of declared data and behavioral or passive data. Please find the PDF version of our presentation attached to this post. To receive the full paper, please reach out. Thank you for your time, and your attention.
This deck highlights some of the latest research coming from the Local Search Association and provides a preview of the LSA|15 Conference in LA, April 19-22.
Executive Seminar on Market Promotion of 4G LTE
Avant Garde Solution in collaboration with Kathmandu University School of Management and IETE Nepal Chapter organized a seminar program to disseminate their research findings on inadequate market achievement of 4G LTE. The findings were presented to prominent marketing practitioners from telecom sector. The presentation was followed by panel discussion. The studies explored customers’ perspective on 4G-LTE sector especially their perception and attitude towards purchasing these products.
Follow us on:
Official Website: https://avantgarde.com.np/
Facebook: https://www.facebook.com/avantgardesolution/
Twitter: https://twitter.com/avantgarde_np
Google +: https://plus.google.com/u/1/115737002829981519989
Linkedin: https://www.linkedin.com/company/avantgardesolution/
YouTube: https://www.youtube.com/channel/UCku7HZ27jdhp4q2pwsLur7Q
Getting closer to in the moment insights generation - Esomar Congress 2016Daan Versteeg
During ESOMAR Congress in New Orleans, Netquest and UPF RECSM presented a paper on how to combine different types of data, to allow brands and researchers to get the full picture on consumer behavior. In our research we focused on the combination of declared data and behavioral or passive data. Please find the PDF version of our presentation attached to this post. To receive the full paper, please reach out. Thank you for your time, and your attention.
This deck highlights some of the latest research coming from the Local Search Association and provides a preview of the LSA|15 Conference in LA, April 19-22.
An update to CIMM from RealityMine covering the development of TouchPoints, the unique syndicated cross-media behavior data product, and other related capabilities from path to purchase analysis to ad effectiveness analysis to digital behavior analysis.
Material for the 26 Oct 2015 lecture I held for Aalto University business students. The lecture focuses on the high level topics in analytics and Big Data that are either central to the subject or just highly visible in the media.
The main messages of the lecture are:
- The purpose of analytics and of the data analyst is to solve business problems
- Big Data brings over some very special traits to doing analytics that don't exist when working working with smaller datasets. Understanding these traits is a must for successful analytics.
- Deploying analytics is more dependent on humans than on technology
- Data and analytics are nowadays significant assets to many companies. Therefore they need their own strategy and need to be managed just like any other business critical assets.
Based on LMIC's joint report with the Education Policy Research Initiative this presentation from the 55th annual Canadian Economics Association conference provides new and comprehensive evidence on the early career earnings of Canadian journeypersons.
(BDT207) Use Streaming Analytics to Exploit Perishable Insights | AWS re:Inve...Amazon Web Services
Streaming analytics is about knowing and acting on what's happening in your business and with your customers right this second. Forrester calls these perishable insights because they occur at a moment's notice and you must act on them fast. The high velocity, whitewater flow of data from innumerable real-time data sources such as market data, internet of things, mobile, sensors, clickstream, and even transactions remain largely un-navigated by most firms. The opportunity to leverage streaming analytics has never been greater. In this session, Forrester analyst Mike Gualtieri explains the opportunity, use cases, and how to use cloud-based streaming solutions in your application architecture.
Slides from the event held at The Bay Hotel, Newquay, Cornwall on Thursday 19th January 2012.
Presented by Rob Edlin and Stafford Sumner in association with Partner to Succeed
Global Technology Trends & Startup Hubs 2014Bernard Moon
Provides an overview of general technology and startup trends around the world. Snapshots of Silicon Valley, NYC, London, Stockholm, Berlin, Tel Aviv, Beijing and Seoul.
Presentation to the International Council on Active Aging on using social media, websites and other online tools to gather market research and new insights into baby boomers and seniors.
Getting to Know the Newly Mobile Senior Setsachsinsights
To learn more about how those 65 to 80 apply smartphones and tablets to their daily lives, we led a national study that included focus groups and segmentation. Our goal was to understand their needs, wants and drives for adopting these devices. Check out the gallery below to see how this audience is embracing mobile technology.
Do consumers prefer voice or data in an emergency? This deck looks at North American results from our global consumer research study on the keys to shaping quality of experience for this question and much more.
"Ready or Not, Here Comes 2015: Marketing Trends to Master" TrendLab WebinarBluespire Marketing
During this BlueSpire TrendLab Webinar, our senior living, healthcare and financial services experts dive into the most relevant marketing trends and analyze what to look for in 2015.
Main themes of the webinar included:
•What global trends will have the most impact next year and how those trends will affect brand building and the overall customer experience.
•Changes in marketing staffing and spending, what should be on your radar regarding big data and analytics, and the importance of Web personalization.
• Effectiveness of branded videos, the accelerating trend of sharable and snackable content, and mapping content appropriately to your consumer’s journey.
An update to CIMM from RealityMine covering the development of TouchPoints, the unique syndicated cross-media behavior data product, and other related capabilities from path to purchase analysis to ad effectiveness analysis to digital behavior analysis.
Material for the 26 Oct 2015 lecture I held for Aalto University business students. The lecture focuses on the high level topics in analytics and Big Data that are either central to the subject or just highly visible in the media.
The main messages of the lecture are:
- The purpose of analytics and of the data analyst is to solve business problems
- Big Data brings over some very special traits to doing analytics that don't exist when working working with smaller datasets. Understanding these traits is a must for successful analytics.
- Deploying analytics is more dependent on humans than on technology
- Data and analytics are nowadays significant assets to many companies. Therefore they need their own strategy and need to be managed just like any other business critical assets.
Based on LMIC's joint report with the Education Policy Research Initiative this presentation from the 55th annual Canadian Economics Association conference provides new and comprehensive evidence on the early career earnings of Canadian journeypersons.
(BDT207) Use Streaming Analytics to Exploit Perishable Insights | AWS re:Inve...Amazon Web Services
Streaming analytics is about knowing and acting on what's happening in your business and with your customers right this second. Forrester calls these perishable insights because they occur at a moment's notice and you must act on them fast. The high velocity, whitewater flow of data from innumerable real-time data sources such as market data, internet of things, mobile, sensors, clickstream, and even transactions remain largely un-navigated by most firms. The opportunity to leverage streaming analytics has never been greater. In this session, Forrester analyst Mike Gualtieri explains the opportunity, use cases, and how to use cloud-based streaming solutions in your application architecture.
Slides from the event held at The Bay Hotel, Newquay, Cornwall on Thursday 19th January 2012.
Presented by Rob Edlin and Stafford Sumner in association with Partner to Succeed
Global Technology Trends & Startup Hubs 2014Bernard Moon
Provides an overview of general technology and startup trends around the world. Snapshots of Silicon Valley, NYC, London, Stockholm, Berlin, Tel Aviv, Beijing and Seoul.
Presentation to the International Council on Active Aging on using social media, websites and other online tools to gather market research and new insights into baby boomers and seniors.
Getting to Know the Newly Mobile Senior Setsachsinsights
To learn more about how those 65 to 80 apply smartphones and tablets to their daily lives, we led a national study that included focus groups and segmentation. Our goal was to understand their needs, wants and drives for adopting these devices. Check out the gallery below to see how this audience is embracing mobile technology.
Do consumers prefer voice or data in an emergency? This deck looks at North American results from our global consumer research study on the keys to shaping quality of experience for this question and much more.
"Ready or Not, Here Comes 2015: Marketing Trends to Master" TrendLab WebinarBluespire Marketing
During this BlueSpire TrendLab Webinar, our senior living, healthcare and financial services experts dive into the most relevant marketing trends and analyze what to look for in 2015.
Main themes of the webinar included:
•What global trends will have the most impact next year and how those trends will affect brand building and the overall customer experience.
•Changes in marketing staffing and spending, what should be on your radar regarding big data and analytics, and the importance of Web personalization.
• Effectiveness of branded videos, the accelerating trend of sharable and snackable content, and mapping content appropriately to your consumer’s journey.
3. Research Objectives
• Do demographics influence consumer’s choice of smartphone?
• Age
• Race
• Sex
• Household Income
• Are hardware, software, and price influential factors?
12. 13
5
1
3
0
3
3
69
2
1
2
1
0
0 10 20 30 40 50 60 70 80 90
African American
Caucasian
Asian
Middle East
Other
Prefer not to say
Hispanic
OS PREFERENCE BASED ON ETHNICITY
Android IOS
17. 46%
36%
12%
6%
HOW LONG AGO DID YOU BUY YOUR CURRENT
SMARTPHONE?
Less than one year One to two years Two to three years More than three years
18. 0 2 4 6 8 10 12 14 16 18 20
Less than $20,000
$20,000 to $34,999
$35,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000 or more
AVERAGE HOUSEHOLD INCOME
19. Recommendations and Next Steps
• Focus groups for Samsung users – why choose Samsung over Apple?
• Focus on communicating why iOS is worth the price, the ease of use, and
overall brand benefits.
• Communicate the competitive advantage of hardware that accompanies the
iOS operating system.
We are looking at mobile operating system preference in Canada.
Research Objectives – Louisa (3)
Methodology – Danielle (4)
Findings – Louisa starts (slides 6-8), then Nick & Danielle do majority
Recommendations & Next Steps – Rachel
We wanted to see which mobile operating system was most preferred among Canadians.
To find an answer to this, our research objective was to find out if specific demographics influenced Canadian consumer’s choice when purchasing a smartphone.
Main demographics that looked at were age, race, sex, and household income.
A subsequent objective was to understand was if hardware and software, as well as price, were influential factors in a consumer's choice.
The strategic issue was trying to attract new customers and switchers in an oversaturated market to Apple and the iOS ecosystem. Specifically, what would make non Apple users most willing to switch operating systems.
Humber Eco-system
We started with secondary research and then performed primary research to validate or not validate the claims/information in the secondary data.
We had a total of 111 individuals completed the survey.
Our initial screening question was if the individual owned a smartphone or not.
Results revealed 98% said yes.
Preconceived notion among individuals is that iOS is the most popular operating system for mobile phones. Our primary data supported this notion, with 71% of respondents using iOS while only 23% use Android.
With that, we focused on the 27% of users who were non iOS and examined what factors they ranked as being the most important when considering switching from their current mobile operating system.
Results revealed operating system (11) and hardware (10) as the two most important factors.
Mobile Hardware preference results were surprising, besides 71% being iOS.
Samsung and Other tied at 14%.
Other includes:
Blackberry
LG
Acer
Sony
We can infer that physcologoyl their justifying the iPhone high price with the brand.
Nick
Something interesting
Nick
Danielle
Danielle
Danielle
Danielle
Danielle
Nick
Nick – there is a preconceived notion
Rachel
Next Steps: we would want to go back to Apple – focus group for switchers / non-iOS users ask them why they prefer Samsung over Apple
Gain more qualitative data
In order for Apple to continue to be successful and dominant over any other operating system, they need to focus on marketing and advertising.
The biggest reason for individuals buying a smartphone is the brand and price.
Apple should target their brand benefits and focus on the reasons why iOS is worth the cost.
Consider international currency conversions when selling abroad
Even iPhone users consider price as a top priority but are willing to pay
Getting extra support / Siri / Genius help psychological justification for paying more
Operating system and hardware are main reasons for switching, therefore Apple needs to stand out as to why their operating system is a better operating system
i.e. does it have a better user interface? Smoother transition? More user friendly?
Hardware: Focus on the way it looks and feels in the users hand, the color, weight, and appearance of the device
Apple should take into consideration international currency conversions when selling their phones abroad. this is based on the fact that Apple is an American company and wants to be paid in USD, because of this iPhone prices have been on the rise due to the weakness of the Canadian dollar. We recommend, based on the findings, that Apple should consider lowering the price of the iPhone in international markets where there is a major currency disconnect. They will take less of a profit but they can keep their market share growing in these countries (especially Canada) because they run the risk that one day, price will reach a point where consumers cannot justify paying the price for an iPhone.
Based on the survey findings that show all smartphone users consider price the top priority when considering purchasing a smartphone (even iPhone users), consumers are still paying the price for the devices. We can infer that this may be attributed to consumer psychologically justifying the price because of the features and/or support that they are getting from the brand (such as support / Siri / Genius Bar / Lessons); that is not available from other smartphones brands. It seems as though apple is slowly raising their prices over the years because the dollar is going up, not because they want more money but because the dollar is weakening. People will continue paying because they believe that the reason for justifying the price increase is due to new features rather than the state of the dollar.
Of non-iOS users, operating system and hardware are the majority reason why individuals would be willing to switch. iOS therefore needs to stand out as to why their operating system is more beneficial than any other operating system - such as that it is more user friendly or that it has a smoother transition when opening and closing apps.
Hardware is also important as users find the Apple iPhone. This means that Apple should focus on the way in which the iPhone feels in the users hand, the look and presentation of the phone and the durability of the phone.
All are ways in which Apple can compete for potential new users, specifically non iOS users and switchers, in an oversaturated market.