Mobile Operating System Preference

Nick Rivait, Rachel Schmidt, Louisa Sonosky, Danielle Wonhrath Stathakis Pinto

Schedule•Research Objectives•Methodology• Findings•Recommendations & Next Steps

Research Objectives

• Do demographics influence consumer’s choice of smartphone?• Age• Race• Sex• Household Income

• Are hardware, software, and price influential factors?

Methodology

• KwikSurvey• Primary Data• Secondary Data

Findings

Price

Brand

Operating System

Camera/Video capability

0 20 40 60 80 100 120

40

40

25

4

33

33

32

11

17

18

32

42

19

18

20

52

Factors ranked when buying a new smartphone1 2 3 4

$36-$5514%

$56-$6930%

$70-$8927%

$90 and up29%

iOS$0-$35 $36-$55 $56-$69$70-$89 $90 and up

$0-$3512%

$36-$5528%

$56-$6944%

$70-$894%

$90 and up12%

Android$0-$35 $36-$55 $56-$69$70-$89 $90 and up

MONTHLY PLAN IOS VS. ANDROID

Rogers/Fido/Chatr/Mobilicity50%

Bell/Virgin27%

Telus/Koodo/Public Mobile17%

Wind7%

Mobile CarrierRogers/Fido/Chatr/Mobilicity Bell/VirginTelus/Koodo/Public Mobile Wind

African American

Caucasian

Asian

Middle East

Other

Prefer not to say

Hispanic

0 10 20 30 40 50 60 70 80 90

3

69

2

1

2

1

0

13

5

1

3

0

3

OS preference based on Ethnicity Android IOS

Yes77%

No23%

When upgrading, do you plan on sticking with your operating system?

Yes No

18-24

25-31

32-37

38-44

45-51

52-59

60+

0 1 2 3 4 5 6 7 8 9 10

Smartphone users willing to switch, based on Age

Price30%

OS37%

Hardware33%

Non- iOS Users reasons for switchingPrice OS Hardware

Android64%

Blackberry18%

Windows Phone9%

Other 9%

Non iOS Users, willing to Switch because of operating system

Android Blackberry Windows Phone Other

45%

36%

12%

6%

How long ago did you buy your current smartphone?

Less than one year One to two years Two to three years More than three years

Less than $20,000

$20,000 to $34,999

$35,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to $149,999

$150,000 to $199,999

$200,000 or more

0 2 4 6 8 10 12 14 16 18 20

Average Household Income

Recommendations and Next Steps

• Focus groups for Samsung users – why choose Samsung over Apple?

• Focus on communicating why iOS is worth the price, the ease of use, and overall brand benefits.

• Communicate the competitive advantage of hardware that accompanies the iOS operating system.

THE ENDQuestions?