January 15th, 2024, Lesley Simeon
Zeroing in on a favorite tech product from a lot of similar ones is quite a task, let alone choosing a favorite tech brand. But consumers do tend to have their favorites - some pick brands for the value for money being offered, while others do so for its associated status. In this piece, we look at which factors consumers weigh when choosing their favorite tech brand.
A recent YouGov survey asked consumers across 17 international markets about what they factor in when deciding which brand is their favorite, in a number of categories. Earlier pieces discussed categories like cellphones. When it comes to tech products like laptops, tablets and TVs, a third of respondents cited value for money (31%), followed by functionality (26%) and durability of the products (14%).
Let’s now see which factors are more influential for consumers in individual markets.
Europeans are more likely than Asians to cite value for money as an influential factor when choosing their favorite tech brand. Spain accounts for the largest proportion of consumers who say so (47%), followed by Italy (45%) and France (41%). In Asia, Indians are most likely to say so (29%). Consumers from two markets - Great Britain and Indonesia (24% each) are the least likely across all our markets to say value for money is an influential factor when electing a tech brand as their favorite .
Functionality of the product is an important consideration for two in five Hong Kongers (40%), followed by Britons (35%). Conversely, consumers in France (14%) and UAE (16%) are the least likely to pick this factor.
In the US, consumers are most likely to incline towards functionality of the brand (30%) followed by value for money (25%). These two factors are also the most important of the lot for consumers in Sweden (27% cite value for money and 24% cite functionality) and Denmark (28% for value for money and 23% for functionality).
When it comes to durability or shelf-life, Indonesians (23%) are the most likely to vote for this factor, while the status associated with the brand is important for consumers in the UAE and India (8%) each.
Fewer than one in ten consumers in the UAE (8%), India (7%) and Indonesia (7%) take into account the design language and aesthetics of a tech brand when choosing it as a favorite.
Explore our living data - for free
Discover more tech content here
Want to run your own research? Run a survey now
Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 20 million+ members. Speak with us today.
Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 17 markets with sample sizes varying between 512 and 2000 for each market. All surveys were conducted online in August 2023. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.