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Editor’s Note: This week, Marketing Daily brings you exclusive coverage of the Brand Keys 2013 Customer Loyalty Engagement Index (CLEI). Each day, expect a full report on key product/services categories from among the 54 surveyed for this year’s study, including automotive, electronics, retail and technology. This second installment covers electronics, telecommunications and entertainment.
Move over, Apple — there’s a new brand dominating loyalty in the world of consumer electronics.
Samsung, which has scored well in previous years, is now the leader in most of the categories in which it competes (as measured by Brand Keys’ 2013 Consumer Loyalty Engagement Index). The Korean electronics giant comes out on top of the laptop computer (tied with Apple), flat-screen TV and smartphone categories, and was number two among home printers and tablets.
“This is a big turnaround,” Robert Passikoff, Brand Keys founder and president, tells Marketing Daily. “Samsung was always strong, but this is a bit of a switchover. It was a surprise. I guess it shouldn’t have been. I’ve been watching their advertising, and I thought it was really good.”
PC Advisor’s TechNote series brings mobile technology trends to life with a series of infographics inspired by the Samsung GALAXY Note II. For the corresponding video discussing the key features of the phone, click here
When offered a choice of device, those seeking to browse the internet while on the go are likely to choose tablets over smartphones due to the larger screens offered by the former. But devices with larger screens do not necessarily result in a higher clickthrough rate (CTR) on ads, according to an analysis of data gathered on US users of mobile ad network Jumptap over Q1 2012.
The study examined the CTRs earned by eight mobile devices, the largest being the Samsung Galaxy Tab (10.1 inches), and the smallest being the Sony Xperia Mini (2.5 inches). The Kindle Fire, with a middle-of-the-pack, 7-inch screen, had the highest CTR—1.02%. The iPad, with a screen size of 9.7 inches, had a CTR of 0.90%. The iPhone, whose four-inch screen is less than half the size of an iPad, garnered a CTR of 0.84%. In fact, the device with the largest screen, the Samsung Galaxy Tab, had a middling CTR of 0.53%. It seems there is no clear correlation between device screen size and a user’s inclination to click on an ad.’