TREND TRUTH
Apple’s iPhone: Technology Trend, or Marketing Monster?
Smart phone technology is on the tip of everyone’s tongue this summer. On June 8, 2009 Apple kicked off their Worldwide Developers’ Conference. The conference, observed by the news media and Apple fans around the world, is a high-level forum for Apple to release new products as well as strategies for the upcoming year. Over the past two months more than 300,000 blog posts have mentioned Apple’s iPhone in anticipation of this conference; and on the first day of the Developers’ conference, blog traffic about the iPhone increased by 250%.
FGI Research programmed and hosted an independent study this week to explore how much influence these conferences, and other marketing strategies used by Apple, have on the brand awareness and purchasing behavior surrounding the iPhone. Over 90% of all respondents said that they were familiar with the iPhone brand and 24% of people who had purchased a smart phone in the past 6 months, bought an iPhone. It is no surprise that younger people and people with higher income have higher brand awareness when it comes to the iPhone. For respondents, ages18-24 and ages 25-44, awareness is near 94%, compared to respondents ages 45-65+ where awareness drops off to 87%. In the past 6 months, respondents ages 23-44 purchased three times as many more iPhones than the 45-65+ age group. Likewise, respondents who earn less than 50k have an 87% awareness of the iPhone brand, as opposed to 93% awareness from those who earn more. Respondents who earn more than 50k have purchased 2.5 times the number of iPhones in the past six months than those who earn less.
Apple’s social media marketing efforts have been put to good use to gain the most viewership for their ideal audience. Apple has a strong presence on the web, including but not limited to personal networking sites like Facebook and Myspace, blogs, and YouTube where they post tutorial videos. Young professionals, with a taste for new technology, respond well to this kind of corporate communication. With targeted marketing efforts like this, it’s easy to see why Apple is dominating the SmartPhone market in just over two years after releasing their first phone.
August 27th, 2009 at 1:31 pm
Apple is a good product but there are many other products out there doing the same exact thing as an Apple Smartphone. I have a high income but don’t see why I should waste the money to purchase a phone that has a big name just for the sake of having the name. I am 45 and do wish people would think more wisely when it comes to spending money even if you have lots of it.
August 27th, 2009 at 1:34 pm
I want a phone that I can use to make telephone calls, not play games or listen to music.
August 27th, 2009 at 1:34 pm
Our phone is an LG because it was affordable,easy to use and offered be who we use for phone service
August 27th, 2009 at 2:20 pm
Okay — I’m feeling old. I am in that 45-65 age group. Despite that, I am technologically savvy. I have had a Mac on my desk since 1985. I have a cell phone that makes phone calls — it does not even take pictures. I do not have a laptop, I do not have an iPod, my car has a GPS system I seldom use. In a nutshell, I just do not want or need more than I have. But sometimes it’s like falling in love — one might have to take back everything they say. If Apple comes out with a mini notebook I might succumb. :-)
August 27th, 2009 at 5:00 pm
not inerested phones are becoming to compicated for me i need a simple phonethat has no extra features games ,camera, calulator, email, text mess. shopping mall and ect that drain the battery
February 15th, 2010 at 8:30 pm
Before I have a Palm Treo 850, superb, fantastic phone, then in an episode of insanity, I’ve decided to go with the Iphone. Big mistake! No signal strength at all. I’ve been in the area of Sunset Strip-Beverly Hills, inside of the apartment, the phone is dead. The safari tool to access the internet is so slow, that I’ve decided to give up not using that feature anymore.
Next step? Buying a regular Motorola phone, basic, no whistles, but at least it works when I need it. I remember been under the rain, because my Iphone couldn’t make a little call inside of the apartment!