Is Apple Losing Its "Cool"? Survey Says Yes
There was a time not too long ago when the perception amongst many young computer users that only old people, stiffs, rubes, and nerds owned non-Apple products; the iPod trumped the Zune, MacBooks became something of a cool-kid status symbol, and the iPhone was--well, no other phone would do.
At some point along the way that’s changed, at least according to a survey from YouGov. Its BrandIndex survey indicates that Apple’s popular perception among the 18-34 demographic has dipped somewhat--actually, it’s been sliding fairly steadily downward--since 2008. Right around September 2011, however, positivity towards the Cupertino company rose among users aged 35 years+, for the first time at a rate above that of the younger group.
Thus, is the survey is to be believed, older people worldwide like Apple products more than younger people.
The BrandIndex survey, it should be said, isn’t especially comprehensive or academic; the site asked the following question to adults and then filtered the results by age: “If you've heard anything about the brand [meaning Apple] in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”
Regardless, the survey raises interesting questions. Perhaps college kids and younger adults are tech-savvy enough to shop around for devices and computers that fit their specific needs best; maybe the cost of Apple products is causing younger adults--who are often struggling to find jobs and establish careers in a dismal job market and economy--to go for computer gear that costs less; or it could simply be that competing products have caught up to Apple in terms of quality and cool (perceived or otherwise).
At some point along the way that’s changed, at least according to a survey from YouGov. Its BrandIndex survey indicates that Apple’s popular perception among the 18-34 demographic has dipped somewhat--actually, it’s been sliding fairly steadily downward--since 2008. Right around September 2011, however, positivity towards the Cupertino company rose among users aged 35 years+, for the first time at a rate above that of the younger group.
Thus, is the survey is to be believed, older people worldwide like Apple products more than younger people.
Source: YouGov
The BrandIndex survey, it should be said, isn’t especially comprehensive or academic; the site asked the following question to adults and then filtered the results by age: “If you've heard anything about the brand [meaning Apple] in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”
Regardless, the survey raises interesting questions. Perhaps college kids and younger adults are tech-savvy enough to shop around for devices and computers that fit their specific needs best; maybe the cost of Apple products is causing younger adults--who are often struggling to find jobs and establish careers in a dismal job market and economy--to go for computer gear that costs less; or it could simply be that competing products have caught up to Apple in terms of quality and cool (perceived or otherwise).
