More men currently profess loyalty to Motorola than iPhone-maker Apple, according to a brand survey. The figures are the first clear indication of the impact of the Motorola-made iPhone rival Droid and the ad bashing between AT&T and Verizon.
After peaking at 48.1 for the month of November, Apple dropped to 22 last week, according to brand research firm YouGov. Motorola, which peaked at 32.3 this month, finished last week with a 29.3 score in the company’s BrandIndex. Study results range from -100 to 100 based on weekday interviews with 5,000 people.
The struggle between Motorola and Apple did have a clear loser: BlackBerry. The Research in Motion smartphone “has withered under all the Droid/iPhone marketing hype,” YouGov announced Tuesday.
Despite the advertising slugfest between rival carriers AT&T (which currently has an exclusive contract for the iPhone) and Verizon (which released the Motorola-made Android 2.0-based Droid and ads slamming the iPhone and AT&T) the Schaumburg, IL-based handset maker “has seen its brand loyalty unaffected,” according to the group.
The study has a margin of error of +/- 2 percent.
The company believes both Motorola and Verizon are receiving a brand bounce while AT&T is sinking among the 18- to 34-year old target demographic. Between Oct. 18 (when Verizon launched the Droid ads) and Nov. 6 (when the Droid began sales) Verizon brand perception rose from 8.3 to 24.2 on the BrandIndex. By comparison, AT&T brand perception fell from 1.4 to -2.4 during the same period, according to YouGov.