Apple’s iPhone 4S ads starring Zooey Deschanel, Samuel L. Jackson a hit among young adults

“Apple has proven that celebrities go well with Siri,” Ted Marzilli reports for YouGov.

“Apple’s new iPhone ads featuring Zooey Deschanel and Samuel L. Jackson coincide with an increase in consumer perception for the brand among 18-34 year olds in the US. The recent improvement in consumer perception has pushed iPhone ahead of Android and distanced itself even more from the rest of the mobile device sector,” Marzilli reports. “iPhone, Android and the mobile device sector were measured with YouGov BrandIndex’s Buzz score, which asks respondents: “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” For this research, all respondents were screened for adults 18 – 34. Brands in the mobile device sector include BlackBerry, HTC, Motorola, Nokia and Samsung.”

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Marzilli reports, “YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback. Just as the new Siri campaign premiered on April 19th, iPhone’s buzz score in the 18 – 34 demo was 16, several points below Android’s 26 score. Five days later, iPhone’s buzz score passed Android, 30 vs. 29 while the average buzz score for the mobile device sector was 15.”

You Gov: iPhone, Android & Mobile Devices sector- Buzz Adults 18-34, 4/16/12-5/10/12

YouGov: iPhone Adults 18-34 Buzz by Gender, 4/16/12-5/10/12

Full article here.


  1. Hmmm. Now if only I could get Siri to work like that for me. It seems most times these days I get, “I’m sorry, David. I can’t answer that right now. Try again later.”

    Make no mistake about it, I love my iPhone. But if Siri was the selling point, I wouldn’t buy it. It simply doesn’t work as well as the commercials make it seem.

      1. She only plays one character these days, the “Manic Pixie Dreamgirl”. And I’m glad I’m not the only one who finds her annoying.

        My favorite article on the subject:



  2. Both are good to watch. By the time I hit Zooey Deschanel, though, the Siri tour was over. Jackson had communicated how helpful Siri is.

    A shame Jackson didn’t have a line about a Royale with cheese.

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