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A story at India's Financial Express looks at a survey of iPod buyers to find out why they buy the # music player in such huge numbers. A survey conducted by the Diffusion Group found that people don't necessarily buy the iPod due to the cachet associated with the Apple brand (Apple recently scored # 42 on a 'most valued brands survey). Instead, people actually buy the iPod for its functionality and due to the high level of awareness about the product. 'Coolness' was rated a lowly third in the Diffusion survey of 15-24-year-olds. For 25-34-year-olds, 'design aesthetics' and 'quality of interface' rated most highly. It was different again for the 35-50 age range, where Apple and the iPod's brand familiarity were the top two reasons for making the purchase. Analysis: Surveys like this are probably of dubious value – maybe 15-24-year-olds don't like actually saying out loud that the 'coolness' factor is # 1; after all, no one wants to be thought of as shallow (shallowness ain't particularly cool, after all). But 'coolness on the wane'? That's the survey's conclusion. Not yet at any rate.
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