Axel RosarDaniel WilczekJesse SenstKyle Cousins Josh Tousignant

Android VS. Apple

• Operating System or (OS)• The OS is the most important program on

a device.• Application programs require an operating

system to function.

Term to Know

• Brand Loyalty consists of a consumer’s commitment to repurchase, or otherwise continue using the brand.

• Can be demonstrated by repeatedly buying a product or

service from the same manufacturer.

• True brand loyalty exists when customer’s have a high relative attitude towards the brand which is than exhibited through repurchase behavior.

The Problem

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• Android and Apple products are something everyone is very familiar with.

• Everyone in this room has some sort of Android or Apple product.

Why We Chose This Topic?

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• Technology is changing everyday and researching these widely used products is one way to keep up.

• To figure out if the consumer's purchase decision is affected by brand loyalty between Android and Apple devices.

• Consumers may stick with the brand due to situational constraints as in:

Price

User Friendly

Educational Purposes

Parental Recommendation

Peer Recommendation

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2

3

4

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Goal of The Study

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• Created our questionnaire using Qualtrics survey online platform.

• Broke the survey into two different categories. • Used funneling technique, Branching technique.• Avoided unstated alternatives, double barreled

questions, leading questions, assumed consequences.

• Distributed via email and different social media platforms.

Research Techniques

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Secondary Research

Smartphone Market ShareTablet Market Share

• A poll conducted by OnDevice Research, which is a mobile research firm, asked 320,000 smartphone and tablet owners in six different countries how satisfied they were with devices.

• Among 93,825 people surveyed in the US, Motorola Atrix came out on top of user satisfaction followed by three other android devices and leaving the iPhone 5 in 5th place.

• Motorola Atrix 8.57, Droid Razr 8.5, HTC Rebound 8.32, Galaxy Note 2 8.26, iPhone scored 8.23

49%46%

5%

AndroidAppleOther

54%36%

10%

AndroidAppleOther

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• Yankee Group surveyed 16,000 smartphone users over the past year regarding which smartphone they would own or intend to buy with their next upgrade.

• 50% of smartphone users, used android handset or device. 30% used an iPhone.

• Of respondents who intended to buy a smartphone within the next 6 months, 42% say they plan to buy an Android phone. Another 42% say they plan to buy an iPhone.

• Of those surveyed 91% of iPhone owners intend to buy another iPhone. While 6% plan to switch to an Android device.

• 76% of Android owners intend to buy another Android device, while 24% plan to buy another device and 18% of the 24% plan to switch to iPhone

Secondary Research Cont.

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Yankee Group Survey

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Analysis:

184% of respondents owned a smartphone device.

Of those who owned a smartphone device 51% owned Apple, 48% owned Android, and 1% other.

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83% of our sample are the ages between 18-24 years of age.

2

Has a Smartphone Does Not Own a Smartphone

020406080

100120

Owners of Smartphone

99

20

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Analysis Cont.

1 “User-friendly interface” was ranked the most influential factor in purchasing smartphones.

71% of respondents that owned a tablet have an iPad.

Of those who did not own a tablet device, when given the opportunity, 69% said they would choose an iPad.

51%48%

1%

Percentage of Users By OS

AppleAndroidOther

2

3

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• When we asked respondents, “Why would you stay with your current operating system?”

• Common Responses– The Brand– Ease of use– Familiar with the operating system

Open Ended Analysis

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Open Ended Analysis Cont.

When asked “If you could switch operating systems would you and why?”

Common Responses1. Try something new2. Service provider3. Better quality of new phone4. Outdated phone5. Bad experience with previous phone

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Apple Android Other Total05

101520253035404550

23 22

0

45

23

11

1

35

MaleFemale

Gender and Operating System

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Age and Operating System• There is no statisticaly significat correlation between

the current operating system of the respondent’s smartphone and age.

Age 18-25 26-40 41-60 61 & Over Total

Android 39 3 3 2 47

Apple 42 2 4 2 50

Other 1 0 0 0 1

Total 82 5 7 4 98

Age and Operating System Cross Tabulation

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Brand Loyalty

8.04 out of 10 avg. for how much influential your smartphone OS has on your tablet purchase decision.

Tablet Operating Systems

Smartphone

Operating system

Android Apple Other Total

Android 17 25 2 44

Apple 7 41 2 50

Other 0 1 0 1

Total 24 67 4 95

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Your own footer

Brand Loyalty

70.70%29.30%

Does the OS of Your Smartphone Influence the Purchase Decision of Your Tablet

YesNo

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Unknown income or salary

Funding issues

Limited channels of distribution

Unknown age of respondents without smartphone

# of respondents

Respondents major or occupation.

Limitations

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2

3

4

5

6

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Conclusion

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We also discovered Apple fanatics have higher loyalty than Android professionals, and are more opt to purchase other Apple products

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We confirmed overall, brand loyalty is definitely a factor when it comes to purchasing new technology.

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THANK YOU!