Smartphones, tablets and electronics

Last year, the research agency BCGroup assessed the brand awareness of smartphones, tablets and other personal electronics. Over the course of 2 weeks, a study was conducted in 12 cities, 4275 questionnaires were collected among representatives of the target audience.

The main purpose of the study was to assess the brand strength of a well-known electronics manufacturer in Russia.

The objectives of the study included:

• assessment of top-of-mind brand awareness in comparison with competitors;
• assessment of spontaneous brand awareness (recognition without prompting) in comparison with competitors;
• assessment of induced brand awareness (recognition with tips) in comparison with competitors;
• defining criteria for choosing personal electronics;
• identifying the reasons for loyalty to a particular brand.

An online survey was used as a method of collecting information. The survey involved residents of 12 cities aged 18-55 who use personal electronics in everyday life.

As part of the study, BCGroup analysts assessed the level of brand loyalty and its reasons. A general picture was drawn up of the popularity of more than 40 brands in general and in the context of individual cities.

For privacy reasons, we cannot provide specific brands and numbers.