Hot on the heels of Apple taking the wraps off its new iPhone 6 and iPhone 6 Plus smartphones comes an infographic that outlines what consumers’ mobile phone brand of choice really says about them.
Digital advertising intelligence firm Exponential analysed the anonymous online behaviour during May of this year of 1.7m Britons researching mobile phones to compare the strongest – or most ‘over-indexing’ – interests across topics including cars, film, sports, travel and celebrities.
“A broad brush shows HTC identifies strongly with families, Nokia for the less tech savvy, perhaps, Samsung for older ages and BlackBerry with business people, so (the data) throws up interesting reinforcements and challenges to stereotypes about who has what phone,” said Francesca Baker, Exponential’s Insights manager, EMEA.
“For instance, iPhone owners were seen as young trendsetters but they’re the most likely to book cruises – a type of holiday most associated with a much older demographic.”
Baker also pointed out that the findings could help companies advertise more effectively.
“For instance, it shows Motorola would do well to sign up Emma Watson or do a marketing push around her latest film release,” Baker said. “Meanwhile, sponsoring Mini Cooper-related events could pay dividends for BlackBerry.
“Lionel Messi advertises Samsung phones but he’d have a much bigger impact for Nokia – people interested in Messi are four times more likely to be researching Nokia than Samsung,” Baker added.
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