UPDATED: YouGov sent a little more info about the survey’s other metrics — posted after the jump. Basically, Apple still leads on quality and reputation, but MS has caught on value, satisfaction and willingness to recommend.
Microsoft’s “Laptop Hunters” ad campaign is hurting Apple, according to a new consmer survey by YouGov BrandIndex.
Redmond’s new ads portray consumers rejecting Apple’s laptops as too expensive. Though clearly a defensive reaction to Apple’s successful “Get a Mac” ads, they are nonetheless reinforcing the stereotype of the “Apple tax,” says YouGov.
“With the Laptop Hunters campaign, Microsoft is making an impact on the perceived value score in the mind of consumers, particularly young consumers,” Ted Marzilli, global managing director of BrandIndex, said on Tuesday afternoon when I phoned him up.
YouGov is an international market research firm based out of London. Its BrandIndex survey queried about 5,000 people online from a pool of about 1.5 million, Marzilli said. It claims to be representative of the U.S. adult population.
Its latest survey shows a clear uptick in Microsoft’s “value,” and a clear downtick in Apple’s. The change coincides with Microsoft’s high-profile campaign.
Marzilli said the ads are clearly hurting Apple’s “value,” which he defined as a measure of “what you get for your money, not expense.” In other words, consumers think they will get more for their money if they buy a non-Apple machine, Marzilli said.
Marzilli said the movement was not huge, but was “statistically significant.”
However, it should be noted that Apple wasn’t hurt in other metrics measured by the survey — such as satisfaction, quality and reputation.
“If you look at some of the other metrics, Apple typically fares better than Microsoft,” Marzilli said. (Unfortunately, Marzilli didn’t have the data to hand. He promised to send me an email, and I’ll update this post when I receive it).
Alos, Marzilli said it’s unclear if changing consumer perceptions will continue over the next few months or have any impact on sales,
“It’s too early to tell,” he said.
UPDATE. As promised, Ted Marzilli sent info about the other metrics:
Apple has and still leads on: Quality (although MS has closed the gap) and Reputation.
MS has recently overtaken Apple on: Satisfaction and Value
MS has recently caught up to (i.e., virtually tied) on: General Impression, Willingness to Recommend
Leander Kahney is the editor and publisher of Cult of Mac.
Leander is a longtime technology reporter and the author of six acclaimed books about Apple, including two New York Times bestsellers: Jony Ive: The Genius Behind Apple’s Greatest Products and Inside Steve’s Brain, a biography of Steve Jobs.
He’s also written a top-selling biography of Apple CEO Tim Cook and authored Cult of Mac and Cult of iPod, which both won prestigious design awards. Most recently, he was co-author of Cult of Mac, 2nd Edition.
Leander has been reporting about Apple and technology for nearly 30 years.
Before founding Cult of Mac as an independent publication, Leander was news editor at Wired.com, where he was responsible for the day-to-day running of the Wired.com website. He headed up a team of six section editors, a dozen reporters and a large pool of freelancers. Together the team produced a daily digest of stories about the impact of science and technology, and won several awards, including several Webby Awards, 2X Knight-Batten Awards for Innovation in Journalism and the 2010 MIN (Magazine Industry Newsletter) award for best blog, among others.
Before being promoted to news editor, Leander was Wired.com’s senior reporter, primarily covering Apple. During that time, Leander published a ton of scoops, including the first in-depth report about the development of the iPod. Leander attended almost every keynote speech and special product launch presented by Steve Jobs, including the historic launches of the iPhone and iPad. He also reported from almost every Macworld Expo in the late ’90s and early ‘2000s, including, sadly, the last shows in Boston, San Francisco and Tokyo. His reporting for Wired.com formed the basis of the first Cult of Mac book, and subsequently this website.
Before joining Wired, Leander was a senior reporter at the legendary MacWeek, the storied and long-running weekly that documented Apple and its community in the 1980s and ’90s.
Leander has written for Wired magazine (including the Issue 16.04 cover story about Steve Jobs’ leadership at Apple, entitled Evil/Genius), Scientific American, The Guardian, The Observer, The San Francisco Chronicle and many other publications.
Leander is an expert on:
Apple and Apple history
Steve Jobs, Jony Ive, Tim Cook and Apple leadership
Apple community
iPhone and iOS
iPad and iPadOS
Mac and macOS
Apple Watch and watchOS
Apple TV and tvOS
AirPods
Leander has a postgrad diploma in artificial intelligence from the University of Aberdeen, and a BSc (Hons) in experimental psychology from the University of Sussex.
He has a diploma in journalism from the UK’s National Council for the Training of Journalists.
Leander lives in San Francisco, California, and is married with four children. He’s an avid biker and has ridden in many long-distance bike events, including California’s legendary Death Ride.
You can find out more about Leander on LinkedIn and Facebook. You can follow him on X at @lkahney or Instagram.
