We were curious as to if consumers of Android or Apple products are brand loyal to platforms. What I mean by this is, If you own a Android Smartphone, does this incline you to purchase a Tablet with an Android Operating system.

1. Axel Rosar
Daniel Wilczek
Jesse Senst
Kyle Cousins
Josh Tousignant
Android VS. Apple

2. • 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

3. • 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
2

4. • 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?
3
• Technology is
changing
everyday and
researching these
widely used
products is one
way to keep up.

5. • 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
1
2
3
4
5
Goal of The Study
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6. • 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
5

7. 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
48.80%
46%
5.20%
Android
Apple
Other
54%36%
10%
Android
Apple
Other
6

8. • 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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9. Yankee Group Survey
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10. Analysis:
1
84% of respondents owned
a smartphone device.
Of those who owned a
smartphone device 51%
owned Apple, 48% owned
Android, and 1% other.
3
83% of our sample are
the ages between 18-
24 years of age.
2
0
20
40
60
80
100
120
Has a Smartphone Does Not Own a
Smartphone
Owners of Smartphone
99
20
9

11. 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
Apple
Android
Other
2
3
10

12. • 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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13. Open Ended Analysis Cont.
When asked “If you could switch operating systems
would you and why?”
Common Responses
1. Try something new
2. Service provider
3. Better quality of new phone
4. Outdated phone
5. Bad experience with previous phone
12

14. 23 22
0
45
23
11
1
35
0
5
10
15
20
25
30
35
40
45
50
Apple Android Other Total
Male
Female
Gender and Operating System
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15. 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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16. 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
Operatingsystem
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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17. Your own footer
Brand Loyalty
70.70%29.30%
Does the OS of Your Smartphone Influence the
Purchase Decision of Your Tablet
Yes
No
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18. Unknown income or salary
Funding issues
Limited channels of distribution
Unknown age of respondents without smartphone
# of respondents
Respondents major or occupation.
Limitations
1
2
3
4
5
6
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19. Conclusion
1
We also discovered Apple fanatics have higher loyalty than
Android professionals, and are more opt to purchase other
Apple products
2
2
We confirmed overall, brand loyalty is definitely a factor
when it comes to purchasing new technology.
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20. THANK YOU!