調查：超過3/4的蘋果用戶會繼續購買iPhone
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????“我們可能低估了蘋果公司（Apple Inc.）在中國的快速發展。” ????《國際財經時報》（International Business Times）上周五在報道上圖中的數字時這樣寫道。 ????這張圖表來自Upstream對五個新興市場的4,505名智能手機用戶的調查，調查內容是受訪者希望購買的下一部手機是什么品牌。總體而言，32%的受訪者希望購買蘋果產品，高于三星的29%。這個差距在中國表現得更為明顯，42%的受訪者表示下一部手機想買iPhone。 ????怎么會這樣？IDC的數據顯示，上個季度，蘋果手機僅占中國智能手機銷量的7%。 ????上上周發布的第二份研究報告來自于施樂（Xerox）子公司WDS，它或許能提供一些線索，有助于大家了解市場正在發生的情況；報告衡量的是我稱之為品牌磁性的東西。 |
????"We may have underestimated Apple Inc.'s (AAPL) progress in China." ????So begins a story in the International Business TimesFriday reporting on the numbers in the first attached chart. ????They come from an Upstream survey of 4,505 smartphone customers in five emerging markets in which respondents were asked what brand they hoped to buy next. Apple edged out Samsung 32% to 29% overall. The gap was considerably wider in China, where 42% said they wanted their next phone to be an iPhone. ????How can this be? Apple's share of smartphone sales in China last quarter, according to IDC, was a slim 7%. ????There's a clue to what may be happening in a second study released last week by Xerox' (XRX) WDS subsidiary that measured something I'm calling brand magnetism. |
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????作為客戶忠誠度研究的一部分內容，WDS研究人員對美國、英國和澳大利亞的3,000位智能手機用戶進行了調查。76%的iPhone用戶表示，他們將繼續使用蘋果手機。三星排在第二位，為58%。沒有其他任何一家智能手機生產商超過40%。 ????相比之下，三星是“換品牌手機用戶”青睞的品牌。在更換智能手機品牌或從功能性手機轉而使用智能手機的客戶中，34%的人買了三星手機，高于蘋果iPhone的24%。 ????“這個指標非常能說明三星強大的營銷能力，”WDS的蒂姆?德魯卡-史密斯說。“這家公司幾乎與全球每家移動運營商都建立了穩固的關系，打造出了各種價格區間的設備。它使得三星產品組合的潛在客戶群非常龐大。” ????聽起來很像三星。 ????消費者情報研究機構Consumer Research Intelligence Partners早些時候進行的一項調查發現，更換智能手機品牌的用戶中，蘋果贏得三星用戶的比例(33%)是三星贏得蘋果用戶比例(11%)的三倍。 ????另外還有一個數據。Upstream的調查發現，盡管近1/3的發展中國家用戶渴望擁有iPhone，但他們會從谷歌（Google）的Google Play (40%)或直接從移動運營商(26%)那里下載應用軟件和其他內容。僅28%的人在使用蘋果的應用軟件商店App Store——從Upstream調查獲得的客戶投訴來看，這種狀況可能會發生改變： ????這些（非蘋果）應用軟件商店并不是沒有問題。這份報告的調查結果顯示，新興市場客戶遇到的最普遍的應用軟件商店問題是無孔不入的推廣信息（24%），表明用戶不愿接受應用軟件內置廣告。此外，這個數據也揭示出在應用軟件商店中尋找可下載內容的困難(24%)，這是另一件讓人沮喪的事情。比如，每5位受訪者中就有一位（20%）指出，應用軟件商店缺乏個性化建議；每10位受訪者中就有一位（11%）指出，現有應用軟件商店的一個主要問題是購買內容時的支付方式有限。由于很多新興市場消費者沒有信用卡，能提供所有付款方式的應用軟件商店將獲得最大范圍的成功。 ????迎合所有的價格區間和付款方式，這些確實不是蘋果的特長。（財富中文網） ????譯者：楊智 ???? |
????As part of a study of customer loyalty, WDS researchers surveyed 3,000 smartphone customers in the U.S., U.K. and Australia. Fully 76% of iPhone owners said they were sticking with Apple. Samsung came in second at 58%. No other smartphone manufacturer managed to break 40%. ????By contrast, Samsung was the favorite choice of "switchers." Among customers who were switching smartphone brands or coming from a feature phone, 34% bought Samsungs vs. 24% Apple iPhones. ????"This metric speaks a lot to the marketing might of Samsung," said WDS's Tim Deluca-Smith. "The company has been very successful in developing solid relationships with almost every mobile operator on the planet and then building devices to a variety of price-points. This exposes the Samsung portfolio to an enormous base of potential customers." ????That sounds like Samsung. ????An earlier consumer retention study by Consumer Research Intelligence Partners found that among people who switched smartphone brands, Apple was able to take three times as many Samsung customers (33%) as Samsung was able to steal from Apple (11%) ????One more data point. The Upsteam survey found that although nearly a third of customers in the developing world covet the iPhone, they download their apps and other content from Google (GOOG) Play (40%) or directly from their mobile operator (26%). Only 28% are currently using Apple's App Store -- although judging from Upstream's litany of complaints, that could change: ????These [non-Apple] app stores are not without their frustrations. Results from the report show that the most prevalent app store problem experienced by emerging market consumers is the high level of promotional messages received (24%), suggesting that users are not amenable to in-app advertising. Furthermore the data revealed difficulty in navigating app stores to find downloadable content (24%) is another primary frustration. For example, 1 in 5 respondents point out that app stores have a lack of personalised suggestions (20%) and 1 in 10 (11%) say a major problem with current app stores options is the lack of payment methods offered when purchasing content. With many emerging market consumers not having access to credit cards, it will be the app stores that cater to all payment methods that will achieve widespread success. ????Catering to all price points and payment methods is not exactly Apple's forte. |
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