Forrester Research: Apple far outpaces Microsoft in consumer electronics brand trust

Forrester Research’s ‘The 2005 Technology Brand Scorecard’ “collected feedback from consumers on 48 technology brands, including 22 that make consumer electronics devices. It then ranked them along two dimensions: the growth potential of the brand and the trust of the brand among regular users,” Eric Bangeman reports for Ars Technica. “Going by the results of the study, the biggest winners were Bose, Apple, and Dell. Bose scored strongest on both dimensions. Apple also scored very high on trust, but not as well on growth potential, while Dell scored very high on growth potential (second only to Bose), but closer to the rest of the pack in terms of trust.”

“At the other end of the spectrum was Microsoft, which was included due to its presence in the gaming console market. By a long shot, the software giant scored lowest on both dimensions. The score is a measure of consumer apathy and/or dislike towards the entire Microsoft product line rather than reflective of any distaste for the Xbox. Forrester thinks the score means that Microsoft could be headed for trouble,” Bangeman reports.

Forrester Research: “Microsoft faces big consumer defection risk. One measure of consumers’ dissatisfaction with Microsoft is seen in the 5.4 million households that give it a brand trust score of 1 [distrust a lot] or 2 [distrust a bit]. Compared with all Microsoft users, these at-risk users have higher income, are much more likely to be male, and are bigger online spenders. These households know they run Microsoft software but would be just as happy to leave it behind — if they could.”

Full article with graph of the survey results here.

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  1. The mecro$oft is dying, slowly. It belongs to the dad or grandparent’s computer. While Apple belongs to the new hip trendy generations.

    For the games console, with the delay of PS3, I afraid may it just a matter of time…. It was like a war between Palm vs Pocket PC. Netscape vs IE. Do something quick, Sony. Before it’s too late.

  2. Enough with the macdude crap… anybody could sign in with that name, and various punks probably have all along just to attract attention. Now you’re keeping the bs going by even mentioning ‘them’…

    On topic: Just wondering why Bose would rank higher than Apple in growth potential of brand… Bose? They make the wave, and perhaps a few speakers/stereo components… what area would they be seen as growing into… multimedia delivery, mp3 players, software, computers, wifi, cellphones, video… etc.?? I don’t get it.

  3. Wonderful! Bose is a laugh. They spend most of their R&D dollars on advertising.

    Learn a lesson Steve—-Advertise and you can sell anything!

    Tell the masses how great OSX is for crying out loud. Apple really does have the best computers, but the windows world need its brains pummeled a little.

  4. .

    in another equally impo bit of news:

    Apple’s frugal use of letters in its name as opposed to longish Microsoft seen as a better use of the alphabet.

    And Apple’s use of the color white seen as a purer product.

    Give me fu#&ing; break MDN we might be apple’s sheep but we still require some substance.


  5. “Learn a lesson Steve—-Advertise and you can sell anything!

    Tell the masses how great OSX is for crying out loud. Apple really does have the best computers, but the windows world need its brains pummeled a little.”

    Yes, even MDN has sounded off on Apple’s lack of advertising, but hear me out on this:

    I was thinking about the whole Apple and advertising thing today and something occurred to me – Possibly one of the reasons Apple doesn’t spend so much on advertising is because they are building APPLE STORES. That may be where their advertising buget REALLY is. Think about it – it costs BIG BUCKS to build, staff, and pay the bills for these stores. I can’t even imagine what it must cost for the London store alone! So, my feeling is that Apple is doing quite a bit of advertising. It’s HANDS ON advertising. You can’t get people to understand an OS in 30-60 seconds, but get them in a store and bang! – they can play for hours. This is really where their advertising dollars are going. And guess what? – After they see the “advertisement” in the STORE, they can buy right away.

    Even if Apple only breaks even or ends up making a small profit from some of these stores after costs, they are still getting Macs into peoples hands and doing a TON of advertising. I think it’s a valid point. Anyone?

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