brandknewmag.com
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Why Favored
• When asked why they prefer certain mobile device brands, 46% respondents cited
functionality.
• 24% say they like certain brands because of their aspirational qualities.
• 12% cited affordability and an equal number said they prefer devices from local brands
they trust.
• There were very few regional, age, and gender differences in the responses to this
question, with only slightly higher than average emphasis by the 45+ age segment on
brand trust and affordability, and correspondingly lower emphasis on those two factors
within the 16-34 age group.
Mobile Content and Apps
• Regarding mobile content and apps, local brands are seen as being more familiar and
relevant.
• Global brands are seen as providing the best and most up-to-date content in the market.
About the research: The report was based on data from a
survey conducted between January 31, 2014 and February
14, 2014 of 4,504 mobile consumers in Brazil, China, India,
Vietnam, and Nigeria.
Ayaz Nanji is a digital strategy and content consultant.
He is also a research writer for MarketingProfs. His
experience includes working as a strategist and
producer of digital content for Google/YouTube, the
Travel Channel, and AOL.