Mobile Operating System Preference
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Transcript of Mobile Operating System Preference
Mobile Operating System Preference
Nick Rivait, Rachel Schmidt, Louisa Sonosky, Danielle Wonhrath Stathakis Pinto
Schedule•Research Objectives•Methodology• Findings•Recommendations & Next Steps
Research Objectives
• Do demographics influence consumer’s choice of smartphone?• Age• Race• Sex• Household Income
• Are hardware, software, and price influential factors?
Methodology
• KwikSurvey• Primary Data• Secondary Data
Findings
Price
Brand
Operating System
Camera/Video capability
0 20 40 60 80 100 120
40
40
25
4
33
33
32
11
17
18
32
42
19
18
20
52
Factors ranked when buying a new smartphone1 2 3 4
$36-$5514%
$56-$6930%
$70-$8927%
$90 and up29%
iOS$0-$35 $36-$55 $56-$69$70-$89 $90 and up
$0-$3512%
$36-$5528%
$56-$6944%
$70-$894%
$90 and up12%
Android$0-$35 $36-$55 $56-$69$70-$89 $90 and up
MONTHLY PLAN IOS VS. ANDROID
Rogers/Fido/Chatr/Mobilicity50%
Bell/Virgin27%
Telus/Koodo/Public Mobile17%
Wind7%
Mobile CarrierRogers/Fido/Chatr/Mobilicity Bell/VirginTelus/Koodo/Public Mobile Wind
African American
Caucasian
Asian
Middle East
Other
Prefer not to say
Hispanic
0 10 20 30 40 50 60 70 80 90
3
69
2
1
2
1
0
13
5
1
3
0
3
OS preference based on Ethnicity Android IOS
Yes77%
No23%
When upgrading, do you plan on sticking with your operating system?
Yes No
18-24
25-31
32-37
38-44
45-51
52-59
60+
0 1 2 3 4 5 6 7 8 9 10
Smartphone users willing to switch, based on Age
Price30%
OS37%
Hardware33%
Non- iOS Users reasons for switchingPrice OS Hardware
Android64%
Blackberry18%
Windows Phone9%
Other 9%
Non iOS Users, willing to Switch because of operating system
Android Blackberry Windows Phone Other
45%
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
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
0 2 4 6 8 10 12 14 16 18 20
Average Household Income
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.
THE ENDQuestions?