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BizReport : Research : April 21, 2011


Reports: Apple top mobile brand

Mobile headlines in 2011 have been about Android usurping Apple's hold on the mobile consumer base. Two new reports indicate that, strong push or not, Android is still far behind Apple in terms of market reach or consumer sentiment.

by Kristina Knight

First, where does Apple stand from a consumer standpoint? Top dog. According to new data from General Sentiment, Apple is the top global brand, a place it has held for the past four quarters. Google, Microsoft, Yahoo and Ford complete the top five brands.

"Over the course of last year, and into 2011, large tech brands like Google and Apple have dominated the top spots of our Global Brand Reports," said Greg Artzt, General Sentiment CEO. "The enormous success of Apple's iPad 2 and Google's ever-expanding Android-enabled smartphone offerings keep these companies top of mind and will continue to do so in the foreseeable future. However, as the economy continues to recover, we expect to see more retail and consumer brands emerge - as we've already seen in many of the Perception rankings."

Meanwhile comScore research indicates that Apple's iOS platform is still the leader for American consumers. Apple - iPad, iPhone and iPod Touch - reaches nearly 38 million mobile consumers. Android reaches about 24 million consumers, 59% less than Apple's reach. Interestingly enough, Apple's base isn't multi-device, according to the report only about 4 million Apple users access the iOS from more than one platform.

"These data clearly illustrate the Apple ecosystem extends far beyond the iPhone," said Mark Donovan, Senior Vice President of Mobile, comScore. "Though it's frequently assumed that the Apple user base is composed of dedicated Apple 'fanboys', there's not a tremendous amount of overlapping mobile device access among these users. This of course has significant implications for the developer community as they consider the market potential in developing applications for different mobile platforms."

How big a lead does Apple have over Google? In Q1 2011, Apple generated $952 million compared to Google's $704 million according to General Sentiment's Impact Media Value. The report assigns a dollar value to online mentions of a brand determined by Sentiment.

Tags: Apple, brand loyalty, brand sentiment, comScore, General Sentiment, mobile brands, mobile marketing










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  • Bruce Cooper

    While Android usurping Apple is taking the headlines, it seems the journalists forget that Apple is applicable to one device while Android is multiple devices from an assortment of manufacturers. Becuase of the single device aspect iPhone will always be the market leader by device - that is what is probably more important.


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