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The Importance of Brand in Technology Purchasing - UK - July 2013

“The difference between operating systems (eg iOS, Android, Windows) gives consumers a strong reason to pick one manufacturer over another, and as result consumers are more likely to decide on which manufacturer they want before assessing other factors in these markets. In the TV and PC markets, consumers are less brand-orientated as the difference between mass-market products is far more subtle. Consumers’ desire for digital content can be utilised better, as more brand exclusives would help manufacturers to develop unique selling points.”

– Paul Davies, Senior Technology Analyst

Some questions answered in this report include:

  • How can manufacturers encourage more consumers to think ‘brand first’?
  • Are brands able to compete for volume whilst retaining a strong brand image?
  • How can new entrants attract more over-45s in the key technology markets?
  • How can brands with a reputation for reliability over style appeal more to young consumers?

Brand is a secondary concern for the majority of consumers, as people usually think about how much they have to spend or what type of product they would like first when looking to buy a new technology product. Economic circumstances have made people more value-conscious, and as a result many consumers simply want ‘the best deal’.

However, brand plays a significant role in the purchasing journey at a later stage, as consumers clearly have a preference for high-quality brands or those that they perceive to be innovative. Older consumers in particular will pay more for well-established names, whilst younger consumers will generally opt for trendy and stylish brands.

The smartphone market is the most brand-centric of the four key technology sectors, as the pull of unique operating systems, in addition to the accessibility of top brands, means people are less product- or value-conscious.

This report focuses on the importance of brand in technology purchasing, with an emphasis on four markets: televisions; laptops and desktops; tablets; and smartphones, outlining recent developments across each sector, and analysing the implications for brands within each market.

Ownership and awareness levels of 12 major technology brands are analysed, along with current consumer perceptions of each brand. The consumer analysis also takes a look at the brands consumers would prefer to buy from within each sector.

Mintel’s research also investigates the role of brand within the purchasing process, comparing this with the importance of price and product features across all four sectors.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Market Background
              • Televisions
                • Figure 1: Value forecast of UK television purchases, 2007-17
              • Laptops and desktops
                • Figure 2: UK laptop market size, by value, 2007-17
                • Figure 3: UK desktop market size, by value, 2007-17
              • Tablets
                • Figure 4: UK tablet computer market size, by value, 2010-12
              • Smartphones
                • Figure 5: Forecast value of mobile phone sales, 2007-17
              • The consumer
                • Ownership and awareness of technology brands
                  • Figure 6: Ownership and awareness of technology brands, April 2013
                • Perceptions of technology brands
                  • Figure 7: Perceptions of technology brands, April 2013
                • Consumers want brands that deliver value through product reliability
                  • Figure 8: Influences on choice of technology brand, April 2013
                • The smartphone market is the most ‘brand-centric’
                  • Figure 9: Purchasing priorities in each product category, filtered by people who are interested in buying each device in the future, April 2013
                • Brand preference in the TV market
                  • Figure 10: Brand preference within the television market, April 2013
                • Brand preference in the PC market
                  • Figure 11: Brand preference within the PC market, April 2013
                • Brand preference in the tablet market
                  • Figure 12: Brand preference within the tablet market, April 2013
                • Brand preference in the smartphone market
                  • Figure 13: Brand preference within the smartphone market, April 2013
                • What we think
                • Issues in the Market

                    • How can manufacturers encourage more consumers to think ‘brand first’?
                      • Are brands able to compete for volume whilst retaining a strong brand image?
                        • How can new entrants attract more over-45s in the key technology markets?
                          • How can brands with a reputation for reliability over style appeal more to young consumers?
                          • Trend Application

                              • Trend: Return to the Experts
                                • Trend: Let's Make a Deal
                                  • Mintel Futures: Generation Next
                                  • Market Background

                                    • Key points
                                      • Televisions
                                        • Figure 14: Value forecast of UK television purchases, 2007-17
                                      • Ownership patterns
                                        • Figure 15: Household ownership of televisions, July 2012-April 2013
                                      • Laptops and desktops
                                        • Figure 16: UK laptop market size, by value, 2007-17
                                        • Figure 17: UK desktop market size, by value, 2007-17
                                      • Ownership patterns
                                        • Figure 18: Household ownership of laptops and desktop computers, January 2012-April 2013
                                      • Tablets
                                        • Figure 19: UK tablet computer market size, by value, 2010-12
                                      • Ownership patterns
                                        • Figure 20: Household ownership of tablet computers, January 2012-April 2013
                                      • Smartphones
                                        • Figure 21: Forecast value of mobile phone sales, 2007-17
                                      • Ownership patterns
                                        • Figure 22: Personal ownership of mobile phones, January 2012-April 2013
                                    • Who’s Innovating?

                                      • Key points
                                        • Samsung calls all ‘David Baileys’
                                          • Nokia gets budding filmmakers to demonstrate ability of its camera phone
                                            • BlackBerry teases users of rival brands
                                              • LG hijacks Samsung’s Galaxy S4 ad
                                              • Companies and Brands

                                                • Key points
                                                  • Amazon Kindle (Amazon.com, Inc.)
                                                    • Overview
                                                      • Product portfolio
                                                        • Financials
                                                          • Recent activity
                                                            • Strategy
                                                              • Apple Inc.
                                                                • Overview
                                                                  • Product portfolio
                                                                    • Financials
                                                                      • Figure 23: Key financials, Apple Inc, 2011 and 2012
                                                                    • Recent activity
                                                                      • Strategy
                                                                        • BlackBerry (Research In Motion Ltd)
                                                                          • Overview
                                                                            • Product portfolio
                                                                              • Financials
                                                                                • Figure 24: Key financials, Research In Motion, 2012 and 2013
                                                                              • Recent activity
                                                                                • Strategy
                                                                                  • Google Nexus (Google Inc.)
                                                                                    • Overview
                                                                                      • Product portfolio
                                                                                        • Financials
                                                                                          • Recent activity
                                                                                            • Strategy
                                                                                              • Lenovo Group Limited
                                                                                                • Overview
                                                                                                  • Product portfolio
                                                                                                    • Financials
                                                                                                      • Figure 25: Key financials, Lenovo, 2011 and 2012
                                                                                                    • Recent activity
                                                                                                      • Strategy
                                                                                                        • LG Electronics
                                                                                                          • Overview
                                                                                                            • Product portfolio
                                                                                                              • Financials
                                                                                                                • Recent activity
                                                                                                                  • Strategy
                                                                                                                    • Microsoft Surface (Microsoft Corporation)
                                                                                                                      • Overview
                                                                                                                        • Product portfolio
                                                                                                                          • Financials
                                                                                                                            • Recent activity
                                                                                                                              • Strategy
                                                                                                                                • Nokia Corporation
                                                                                                                                  • Overview
                                                                                                                                    • Product portfolio
                                                                                                                                      • Financials
                                                                                                                                        • Figure 26: Key financials, Nokia Corporation, 2011 and 2012
                                                                                                                                      • Recent activity
                                                                                                                                        • Strategy
                                                                                                                                          • Panasonic Corporation
                                                                                                                                            • Overview
                                                                                                                                              • Product portfolio
                                                                                                                                                • Financials
                                                                                                                                                  • Recent activity
                                                                                                                                                    • Strategy
                                                                                                                                                      • Samsung Electronics
                                                                                                                                                        • Overview
                                                                                                                                                          • Product portfolio
                                                                                                                                                            • Financials
                                                                                                                                                              • Recent activity
                                                                                                                                                                • Strategy
                                                                                                                                                                  • Sony Corporation
                                                                                                                                                                    • Overview
                                                                                                                                                                      • Product portfolio
                                                                                                                                                                        • Financials
                                                                                                                                                                          • Figure 27: Sony Europe financial sales and information, 2011 and 2012
                                                                                                                                                                        • Strategy
                                                                                                                                                                          • Toshiba Corporation
                                                                                                                                                                            • Overview
                                                                                                                                                                              • Product portfolio
                                                                                                                                                                                • Financials
                                                                                                                                                                                  • Figure 28: Key financials, Toshiba Corporation, 2012 and 2013
                                                                                                                                                                                • Recent activity
                                                                                                                                                                                  • Strategy
                                                                                                                                                                                  • Brand Communication and Promotion

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Samsung looks to build on recent success in the TV market
                                                                                                                                                                                        • Figure 29: Advertising expenditure in the television market, 2009-12
                                                                                                                                                                                      • Expenditure in PC market grows rapidly despite tablet evolution
                                                                                                                                                                                        • Figure 30: Advertising expenditure in the PC market, 2009-12
                                                                                                                                                                                      • Apple dedicates more than £30 million to iPad advertising over three years
                                                                                                                                                                                        • Figure 31: Advertising expenditure in the tablet market, 2010-12
                                                                                                                                                                                      • Samsung uses advertising to up the stakes in mobile
                                                                                                                                                                                        • Figure 32: Advertising expenditure in the mobile phone market, 2009-12
                                                                                                                                                                                    • Ownership and Awareness of Technology Brands

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • More than half of consumers own a Samsung product
                                                                                                                                                                                          • Figure 33: Ownership and awareness of technology brands, April 2013
                                                                                                                                                                                          • Figure 34: Ownership and awareness of technology brands, April 2013
                                                                                                                                                                                        • Trusted brands must keep innovating in order to appeal to younger consumers
                                                                                                                                                                                          • Figure 35: Current ownership of technology brands, by age, April 2012
                                                                                                                                                                                        • Apple and Kindle have highest rate of brand retention
                                                                                                                                                                                          • Figure 36: Proportion of all-time brand owners who still own a product made by that brand, April 2013
                                                                                                                                                                                      • Perceptions of Technology Brands

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Apple builds a quick reputation for quality and innovation, albeit at a price
                                                                                                                                                                                            • Figure 37: Perceptions of the six most recognised technology brands, April 2013
                                                                                                                                                                                            • Figure 38: Perceptions of the next six most recognised technology brands, April 2013
                                                                                                                                                                                            • Figure 39: Perceptions of Apple, by ownership and awareness of Apple, April 2013
                                                                                                                                                                                          • Correspondence analysis
                                                                                                                                                                                            • Methodology
                                                                                                                                                                                              • Figure 40: Perceptions of technology brands, April 2013
                                                                                                                                                                                            • Television market
                                                                                                                                                                                              • Figure 41: Perceptions of brands in the television market, April 2013
                                                                                                                                                                                            • PC market
                                                                                                                                                                                              • Figure 42: Perceptions of brands in the PC market, April 2013
                                                                                                                                                                                            • Tablet market
                                                                                                                                                                                              • Figure 43: Perceptions of brands in the tablet market, April 2013
                                                                                                                                                                                            • Smartphone market
                                                                                                                                                                                              • Figure 44: Perceptions of brands in the smartphone market, April 2013
                                                                                                                                                                                              • Figure 45: Sony Xperia Z Ultra smartphone, unveiled June 2013
                                                                                                                                                                                          • Influences on Choice of Technology Brand

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Consumers want brands that deliver value through product reliability
                                                                                                                                                                                                • Figure 46: Influences on choice of technology brand, April 2013
                                                                                                                                                                                                • Figure 47: Influences on choice of technology brand, April 2013
                                                                                                                                                                                              • Well-established and reliable brands appeal to older consumers
                                                                                                                                                                                                • Figure 48: Influences on choice of technology brand, by age, April 2013
                                                                                                                                                                                              • New entrants reliant on young and wealthy early adopters
                                                                                                                                                                                                • Figure 49: Percentage of brand owners who are influenced, by value for money, April 2013
                                                                                                                                                                                            • The Role of Brand within the Purchasing Process

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • The smartphone market is the most ‘brand-centric’
                                                                                                                                                                                                  • Figure 50: Purchasing priorities, by product category, April 2013
                                                                                                                                                                                                  • Figure 51: Purchasing priorities in each product category, filtered by people who are interested in buying each device in the future, April 2013
                                                                                                                                                                                                • Two fifths of consumers think ‘budget first’
                                                                                                                                                                                                  • Figure 52: Groups of decision-makers when it comes to purchasing new technology products, April 2013
                                                                                                                                                                                                • Brand first (7%)
                                                                                                                                                                                                    • Figure 53: Ownership of technology brands, by ‘brand first’ decision-makers, April 2013
                                                                                                                                                                                                  • Budget first (41%)
                                                                                                                                                                                                    • Product first (16%)
                                                                                                                                                                                                    • Brand Preference within the Television Market

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Sony and Panasonic retain wide appeal despite losing market share
                                                                                                                                                                                                          • Figure 54: Brand preference within the television market, April 2013
                                                                                                                                                                                                        • Potential new entrants cannot bank on reputation
                                                                                                                                                                                                        • Brand Preference within the PC Market

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Apple Mac is more desirable than it is accessible
                                                                                                                                                                                                              • Figure 55: Brand preference within the PC market, April 2013
                                                                                                                                                                                                            • Multi-device manufacturers vs computing specialists
                                                                                                                                                                                                                • Figure 56: Proportion of consumers who would consider buying a Lenovo or Panasonic-branded PC, by gender and age, April 2013
                                                                                                                                                                                                            • Brand Preference within the Tablet Market

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Signs that the tablet market could become more fragmented
                                                                                                                                                                                                                  • Figure 57: Brand preference within the tablet market, April 2013
                                                                                                                                                                                                                  • Figure 58: Brand preference in the tablet market, by gross annual household income, April 2013
                                                                                                                                                                                                                • A broader demographic will open up an opportunity for emerging tablet brands
                                                                                                                                                                                                                  • Figure 59: Household ownership of tablets vs number of people who would potentially buy a tablet in the future, by age, April 2013
                                                                                                                                                                                                                • Rise of the hybrid gives brands a point of differentiation
                                                                                                                                                                                                                  • Figure 60: Microsoft Surface hybrid tablet (with detachable keyboard), launched October 2012
                                                                                                                                                                                                              • Brand Preference within the Smartphone Market

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Samsung is the most desired smartphone brand
                                                                                                                                                                                                                    • Figure 61: Brand preference within the smartphone market, April 2013
                                                                                                                                                                                                                  • Wide range of product features and price bands gives Samsung the edge
                                                                                                                                                                                                                    • Figure 62: Purchasing priorities in the smartphone market, by people who would consider buying a Samsung or Apple-branded smartphone, April 2013
                                                                                                                                                                                                                • Appendix – Ownership and Awareness of Technology Brands

                                                                                                                                                                                                                    • Figure 63: Ownership and awareness of technology brands, April 2013
                                                                                                                                                                                                                    • Figure 64: Ownership and awareness of Samsung, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 65: Ownership and awareness of Sony, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 66: Ownership and awareness of Apple, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 67: Ownership and awareness of Panasonic, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 68: Ownership and awareness of Nokia, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 69: Ownership and awareness of LG, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 70: Ownership and awareness of Amazon Kindle, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 71: Ownership and awareness of Toshiba, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 72: Ownership and awareness of BlackBerry, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 73: Ownership and awareness of Lenovo, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 74: Ownership and awareness of Microsoft Surface, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 75: Ownership and awareness of Google Nexus, by demographics, April 2013
                                                                                                                                                                                                                • Appendix – Perceptions of Technology Brands

                                                                                                                                                                                                                    • Figure 76: Perceptions of technology brands, April 2013
                                                                                                                                                                                                                    • Figure 77: Perceptions of technology brands, April 2013
                                                                                                                                                                                                                    • Figure 78: Most popular perceptions of Sony, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 79: Next most popular perceptions of Sony, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 80: Most popular perceptions of Samsung, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 81: Next most popular perceptions of Samsung, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 82: Most popular perceptions of Panasonic, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 83: Next most popular perceptions of Panasonic, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 84: Most popular perceptions of LG, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 85: Next most popular perceptions of LG, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 86: Most popular perceptions of Toshiba, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 87: Next most popular perceptions of Toshiba, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 88: Most popular perceptions of Apple, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 89: Next most popular perceptions of Apple, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 90: Most popular perceptions of Google Nexus, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 91: Next most popular perceptions of Google Nexus, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 92: Most popular perceptions of Lenovo, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 93: Next most popular perceptions of Lenovo, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 94: Most popular perceptions of Amazon Kindle, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 95: Next most popular perceptions of Amazon Kindle, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 96: Most popular perceptions of Microsoft Surface, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 97: Next most popular perceptions of Microsoft Surface, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 98: Most popular perceptions of Apple, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 99: Next most popular perceptions of Apple, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 100: Most popular perceptions of Nokia, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 101: Next most popular perceptions of Nokia, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 102: Perceptions of Sony, by ownership and awareness of Sony, April 2013
                                                                                                                                                                                                                    • Figure 103: Perceptions of Samsung, by ownership and awareness of Samsung, April 2013
                                                                                                                                                                                                                    • Figure 104: Perceptions of Panasonic, by ownership and awareness of Panasonic, April 2013
                                                                                                                                                                                                                    • Figure 105: Perceptions of LG, by ownership and awareness of LG, April 2013
                                                                                                                                                                                                                    • Figure 106: Perceptions of Toshiba, by ownership and awareness of Toshiba, April 2013
                                                                                                                                                                                                                    • Figure 107: Perceptions of Apple, by ownership and awareness of Apple, April 2013
                                                                                                                                                                                                                    • Figure 108: Perceptions of Google Nexus, by ownership and awareness of Google Nexus, April 2013
                                                                                                                                                                                                                    • Figure 109: Perceptions of Lenovo, by ownership and awareness of Lenovo, April 2013
                                                                                                                                                                                                                    • Figure 110: Perceptions of Amazon Kindle, by ownership and awareness of Amazon Kindle, April 2013
                                                                                                                                                                                                                    • Figure 111: Perceptions of Microsoft Surface, by ownership and awareness of Microsoft Surface, April 2013
                                                                                                                                                                                                                    • Figure 112: Perceptions of BlackBerry, by ownership and awareness of BlackBerry, April 2013
                                                                                                                                                                                                                    • Figure 113: Perceptions of Nokia, by ownership and awareness of Nokia, April 2013
                                                                                                                                                                                                                • Appendix – Influences on Choice of Technology Brand

                                                                                                                                                                                                                    • Figure 114: Influences on choice of brand, April 2013
                                                                                                                                                                                                                    • Figure 115: Influenced by value for money and reputation of product reliability, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 116: Influenced by previous experience of a brand’s products and products’ design, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 117: Influenced by recommendations from friends or family and reputation of good customer service, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 118: Influenced by reviews of a brand’s products and how well known the brand is, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 119: Influenced by positive media coverage and social/environmental policy of a brand, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 120: Influenced by advertising campaigns, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 121: Influences on choice of brand, by ownership and awareness of Samsung, April 2013
                                                                                                                                                                                                                    • Figure 122: Influences on choice of brand, by ownership and awareness of Sony, April 2013
                                                                                                                                                                                                                    • Figure 123: Influences on choice of brand, by ownership and awareness of Apple, April 2013
                                                                                                                                                                                                                    • Figure 124: Influences on choice of brand, by ownership and awareness of Panasonic, April 2013
                                                                                                                                                                                                                    • Figure 125: Influences on choice of brand, by ownership and awareness of Nokia, April 2013
                                                                                                                                                                                                                    • Figure 126: Influences on choice of brand, by ownership and awareness of LG, April 2013
                                                                                                                                                                                                                    • Figure 127: Influences on choice of brand, by ownership and awareness of Amazon Kindle, April 2013
                                                                                                                                                                                                                    • Figure 128: Influences on choice of brand, by ownership and awareness of Toshiba, April 2013
                                                                                                                                                                                                                    • Figure 129: Influences on choice of brand, by ownership and awareness of BlackBerry, April 2013
                                                                                                                                                                                                                    • Figure 130: Influences on choice of brand, by ownership and awareness of Lenovo, April 2013
                                                                                                                                                                                                                    • Figure 131: Influences on choice of brand, by ownership and awareness of Microsoft Surface, April 2013
                                                                                                                                                                                                                    • Figure 132: Influences on choice of brand, by ownership and awareness of Google Nexus, April 2013
                                                                                                                                                                                                                • Appendix – The Role of Brand within the Purchasing Process

                                                                                                                                                                                                                    • Figure 133: Purchasing priorities, by product category, April 2013
                                                                                                                                                                                                                    • Figure 134: Purchasing priorities, by consistent decision-makers, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 135: Purchasing priorities in the TV market, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 136: Purchasing priorities in the PC market, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 137: Purchasing priorities in the tablet market, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 138: Purchasing priorities in the smartphone market, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 139: Ownership and awareness of technology brands, by purchasing priorities, by consistent decision-makers, April 2013
                                                                                                                                                                                                                    • Figure 140: Influences on choice of brand, by purchasing priorities, by consistent decision-makers, April 2013
                                                                                                                                                                                                                    • Figure 141: Brand preference in the TV market, by purchasing priorities for TVs, April 2013
                                                                                                                                                                                                                    • Figure 142: Brand preference in the PC market, by purchasing priorities for PCs, April 2013
                                                                                                                                                                                                                    • Figure 143: Brand preference in the tablet market, by purchasing priorities for tablets, April 2013
                                                                                                                                                                                                                    • Figure 144: Brand preference in the smartphone market, by purchasing priorities for smartphones, April 2013
                                                                                                                                                                                                                • Appendix – Brand Preference within the TV Market

                                                                                                                                                                                                                    • Figure 145: Brand preference in the TV market, April 2012
                                                                                                                                                                                                                    • Figure 146: Most popular brands in the TV market, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 147: Next most popular brands in the TV market, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 148: Ownership and awareness of technology brands, by most popular brands in the TV market, April 2013
                                                                                                                                                                                                                    • Figure 149: Ownership and awareness of technology brands, by next most popular brands in the TV market, April 2013
                                                                                                                                                                                                                    • Figure 150: Perceptions of Sony, by brand preference in the TV market, April 2013
                                                                                                                                                                                                                    • Figure 151: Perceptions of Samsung, by brand preference in the TV market, April 2013
                                                                                                                                                                                                                    • Figure 152: Perceptions of Panasonic, by brand preference in the TV market, April 2013
                                                                                                                                                                                                                    • Figure 153: Perceptions of LG, by brand preference in the TV market, April 2013
                                                                                                                                                                                                                    • Figure 154: Perceptions of Toshiba, by brand preference in the TV market, April 2013
                                                                                                                                                                                                                    • Figure 155: Perceptions of Apple, by brand preference in the TV market, April 2013
                                                                                                                                                                                                                • Appendix – Brand Preference within the PC Market

                                                                                                                                                                                                                    • Figure 156: Brand preference in the PC market, April 2013
                                                                                                                                                                                                                    • Figure 157: Most popular brands in the PC market, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 158: Next most popular brands in the PC market, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 159: Ownership and awareness of technology brands, by most popular brands in the PC market, April 2013
                                                                                                                                                                                                                    • Figure 160: Ownership and awareness of technology brands, by next most popular brands in the PC market, April 2013
                                                                                                                                                                                                                    • Figure 161: Perceptions of Sony, by brand preference in the PC market, April 2013
                                                                                                                                                                                                                    • Figure 162: Perceptions of Samsung, by brand preference in the PC market, April 2013
                                                                                                                                                                                                                    • Figure 163: Perceptions of Panasonic, by brand preference in the PC market, April 2013
                                                                                                                                                                                                                    • Figure 164: Perceptions of Lenovo, by brand preference in the PC market, April 2013
                                                                                                                                                                                                                    • Figure 165: Perceptions of Toshiba, by brand preference in the PC market, April 2013
                                                                                                                                                                                                                    • Figure 166: Perceptions of Apple, by brand preference in the PC market, April 2013
                                                                                                                                                                                                                    • Figure 167: Purchasing priorities, by PCs, by most popular brand preference in the PC market, April 2013
                                                                                                                                                                                                                    • Figure 168: Purchasing priorities, by PCs, by next most popular brand preference in the PC market, April 2013
                                                                                                                                                                                                                • Appendix – Brand Preference within the Tablet Market

                                                                                                                                                                                                                    • Figure 169: Brand preference in the tablet market, April 2013
                                                                                                                                                                                                                    • Figure 170: Most popular brands in the tablet market, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 171: Next most popular brands in the tablet market, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 172: Ownership and awareness of technology brands, by most popular brands in the tablet market, April 2013
                                                                                                                                                                                                                    • Figure 173: Ownership and awareness of technology brands, by next most popular brands in the tablet market, April 2013
                                                                                                                                                                                                                    • Figure 174: Perceptions of Sony, by brand preference in the tablet market, April 2013
                                                                                                                                                                                                                    • Figure 175: Perceptions of Samsung, by brand preference in the tablet market, April 2013
                                                                                                                                                                                                                    • Figure 176: Perceptions of Amazon Kindle, by brand preference in the tablet market, April 2013
                                                                                                                                                                                                                    • Figure 177: Perceptions of Google Nexus, by brand preference in the tablet market, April 2013
                                                                                                                                                                                                                    • Figure 178: Perceptions of Apple, by brand preference in the tablet market, April 2013
                                                                                                                                                                                                                    • Figure 179: Purchasing priorities, by tablet, by most popular brand preference in the tablet market, April 2013
                                                                                                                                                                                                                    • Figure 180: Purchasing priorities, by tablet, by next most popular brand preference in the tablet market, April 2013
                                                                                                                                                                                                                • Appendix – Brand Preference within the Smartphone Market

                                                                                                                                                                                                                    • Figure 181: Brand preference in the smartphone market, April 2013
                                                                                                                                                                                                                    • Figure 182: Most popular brands in the smartphone market, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 183: Next most popular brands in the smartphone market, by demographics, April 2013
                                                                                                                                                                                                                    • Figure 184: Ownership and awareness of technology brands, by most popular brands in the smartphone market, April 2013
                                                                                                                                                                                                                    • Figure 185: Ownership and awareness of technology brands, by next most popular brands in the smartphone market, April 2013
                                                                                                                                                                                                                    • Figure 186: Perceptions of Samsung, by brand preference in the smartphone market, April 2013
                                                                                                                                                                                                                    • Figure 187: Perceptions of Apple, by brand preference in the smartphone market, April 2013
                                                                                                                                                                                                                    • Figure 188: Perceptions of BlackBerry, by brand preference in the smartphone market, April 2013
                                                                                                                                                                                                                    • Figure 189: Perceptions of Nokia, by brand preference in the smartphone market, April 2013

                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                • Amazon UK
                                                                                                                                                                                                                • Apple, Inc
                                                                                                                                                                                                                • ASUSTek Computer Inc
                                                                                                                                                                                                                • Blinkbox Entertainment Ltd
                                                                                                                                                                                                                • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                • Google UK
                                                                                                                                                                                                                • Google, Inc.
                                                                                                                                                                                                                • HTC
                                                                                                                                                                                                                • IBM United Kingdom Limited
                                                                                                                                                                                                                • Lenovo Group Limited
                                                                                                                                                                                                                • LG Electronics (UK)
                                                                                                                                                                                                                • Microsoft Corporation
                                                                                                                                                                                                                • Microsoft Ltd (UK)
                                                                                                                                                                                                                • Netflix, Inc.
                                                                                                                                                                                                                • Nokia Corporation (UK)
                                                                                                                                                                                                                • Panasonic
                                                                                                                                                                                                                • Research in Motion Uk Ltd.
                                                                                                                                                                                                                • Samsung Electronics (UK) Ltd
                                                                                                                                                                                                                • Sony (UK) Ltd
                                                                                                                                                                                                                • Sony Corporation
                                                                                                                                                                                                                • Spotify AB
                                                                                                                                                                                                                • Toshiba Corporation
                                                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                                                • Walt Disney Company, The
                                                                                                                                                                                                                • YouTube, Inc.
                                                                                                                                                                                                                • Zenith Electronics Corporation

                                                                                                                                                                                                                The Importance of Brand in Technology Purchasing - UK - July 2013

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