iPhone scores drop as Samsung Galaxy ads mock Apple fanboys
by Ted Marzilli in BrandIndex News and Consumer
Wed December 14, 2011 8:09 a.m. PST
Samsung has just edged past the iPhone in consumer perception (adults 18+), likely powered by their new set of ads bashing the Apple fanboys who camp out for hours to buy the new iPhone.
Another Samsung ad brings up the biggest public sore point about the iPhone–its short battery longevity.
The two snarky ads, which promote the Galaxy SII, appear to be affecting the iPhone’s consumer perception, sending it into decline around the time the first ad appeared and continuing now. At the same time, Samsung’s perception has crept up gradually and just surpassed iPhone last week. The ads were released around November 22nd and December 1st.
The downward and upward perception movement of the iPhone and Samsung respectively is driven mostly by adults 50+.
Samsung and iPhone were measured with YouGov BrandIndex’s Buzz score, which is determined from asking 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?"
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.
The iPhone’s buzz score began sinking around November 28, with a buzz score of 33 – the current score is 25. Samsung, whose buzz score was 19 compared to the iPhone’s 29 on October 3rd, is now at 26.