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. Get Detail Report At : http://www.researchmoz.us/the-importance-of-brand-in-technology-purchasing-uk-july-2013-report.html

1. 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.
table Of Content
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
The Importance of Brand in Technology Purchasing - UK - July 2013

2. 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
The Importance of Brand in Technology Purchasing - UK - July 2013

3. 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
The Importance of Brand in Technology Purchasing - UK - July 2013

4. 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
The Importance of Brand in Technology Purchasing - UK - July 2013

5. 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
The Importance of Brand in Technology Purchasing - UK - July 2013

6. 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
The Importance of Brand in Technology Purchasing - UK - July 2013

7. 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
The Importance of Brand in Technology Purchasing - UK - July 2013

8. 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
The Importance of Brand in Technology Purchasing - UK - July 2013

9. 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,
The Importance of Brand in Technology Purchasing - UK - July 2013

10. 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
The Importance of Brand in Technology Purchasing - UK - July 2013

11. 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
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The Importance of Brand in Technology Purchasing - UK - July 2013