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Samsung vs. Apple: Insights for Achieving Brand Affinity
Nov05

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 one.​ What brand do they want? Few will be shocked that more than half of all kids surveyed want an Apple iPhone, but for their second choice, they don’t have a brand preference. Click HERE for...

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Will The Hispanic Market Help Samsung Beat Apple?
Nov03

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 edge: Hispanics. Click HERE for...

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The Mobile Device Path to Purchase: Parents & Children
Oct10

The Mobile Device Path to Purchase: Parents & Children

New Communicus research sheds light on kids and mobile devices. According to the study, one-third of American pre-kindergarten-age children have their own tablet, while two-thirds of kids regularly use tablets. Among those that do not have tablets, 50% ask their parents to buy them one. Children who already have a mobile device are as likely (or more likely) to ask for a new device, as are those without one. More kids want iPads or iPhones than any other mobile device, and beyond Apple devices, most young users do not care what brand they get. Advertisers who hope to gain market share for their mobile devices over the coming months (and years) would be wise to recognize young consumers and their power to persuade. A thorough exploration of the study is available in our Knowledge Center. See more in the Communicus Knowledge...

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