Pester power factor in mobile purchases
In its study, The Mobile Device Path to Purchase: Parents & Children it found that for Apple, “child pestering” is the top predictor, being twice as important as social media, while for Samsung, it was the second predictor (first was positive word-of-mouth, by about 15%) in driving parental purchase intent. Jeri Smith, president and CEO, Communicus, said. “We found that ‘pester power’ can even outweigh a parent’s beliefs that a...
Why ‘Popularity’ Doesn’t Equal Success in the Ad World
On the behavioral side, some of the most well liked campaigns and executions are actually less successful in changing behaviors than those that have more average liking.
Samsung vs. Apple: Insights for Achieving Brand Affinity
As the holidays approach, marketers across all product categories are preparing for what they hope will be a lucrative shopping season. For those in electronic device marketing, kids begging their parents for new gadgets will be a big help: Recent research shows that 75% of children are asking for mobile phones, and current ownership is no deterrent—more than three-fourths of kids already own a cell phone and are requesting a new...
Will The Hispanic Market Help Samsung Beat Apple?
Samsung’s marketing budget is legendary. In their struggle to topple Apple, the devices brand has a reported $14 billion marketing budget, which would make it bigger than those of Apple, Coca-Cola, HP, Dell, and Microsoft combined — and more than Iceland’s GDP. Yet they still trail the seemingly untouchable brand Steve Jobs built. But it turns out there is one group of consumers with whom Samsung and other Apple competitors have an...
Mobile devices: Kids know what they want but are parents buying?
Despite questions about the potentially negative aspects of electronics usage among children and adolescents, mobile devices are only growing in popularity. Recent research on parents and children reveals the extent of tablet and smartphone usage in the young, and the attitudes of both kids and parents toward mobile devices and the brands who produce them. Two-thirds of pre-kindergarten age children use tablets, and one-in-three pre-K...