The difference between operating systems (eg iOS, Android, Windows) gives consumers a strong reason to pick one manufacturer over another, and as result consumers are more likely to decide on which manufacturer they want before assessing other factors in these markets. In the TV and PC markets, consumers are less brand-orientated as the difference between mass-market products is far more subtle. Consumers’ desire for digital content can be utilised better, as more brand exclusives would help manufacturers to develop unique selling points.
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Table of Content
Introduction
Definition
Abbreviations
Executive Summary
Market Background
Televisions
Figure 1: Value forecast of UK television purchases, 2007-17
Laptops and desktops
Figure 2: UK laptop market size, by value, 2007-17
Figure 3: UK desktop market size, by value, 2007-17
Tablets
Figure 4: UK tablet computer market size, by value, 2010-12
Smartphones
Figure 5: Forecast value of mobile phone sales, 2007-17
The consumer
Ownership and awareness of technology brands
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Figure 6: Ownership and awareness of technology brands, April 2013
Perceptions of technology brands
Figure 7: Perceptions of technology brands, April 2013
Consumers want brands that deliver value through product reliability
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