Quantifying Brand Loyalty: Connected Device and Platform Ecosystems

This research analyzes consumers who use multiple platforms (computers, smartphones, tablets, TVs, streaming media players, gaming consoles, and smart home and smart audio products) of the same brand. It includes companies such as Apple, Amazon, Google, Microsoft, and Samsung. This research explores the demographic distinctions between these brand loyalists and examines differing usage patterns, with particular attention given to the use of online content services such as music, video, gaming, and other subscriptions.

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Download Table of Contents (PDF)

Methodology: Brand Loyalists

Survey Methodology and Definitions

Key Terms and Definitions

Executive Summary

CE Brand Loyalists

CE Brand Loyalist Technology Adoption Segment

Smart Speaker Major Brand Purchased by Loyalists

OTT Video Service Subscription by Brand Loyalists

Device Adoption by Brand

Trends in Adoption of Consumer Electronics Products

Smart TV System Share

Smart TV OS Adoption

Streaming Media Player Share

Streaming Media Player Brand Adoption

Smart Speaker Share Among Single Device Owner

Smart Speaker Brand Adoption

Smart Display Share Among Single Device Owner

Smart Display Brand Adoption

Tablet System Share

Tablet System Adoption

Smartphone System Share

Smartphone OS Adoption

Smart Watch Share

Smart Watch Brand Adoption

PC System Share

PC OS Adoption

Smartphone OS Adoption

Smart TV OS Adoption

SMP OS Adoption

Overview of Brand Loyalists

Overall Brand Loyalists

Apple Device Adoption by Apple Loyalist

Amazon Device Adoption by Amazon Loyalist

Google/ Android System Device Adoption by Google/ Android System Loyalist

Samsung Device Adoption by Samsung Loyalist

Apple Loyalist Demographics Breakdown

Amazon Loyalist Demographics Breakdown

Google/ Android System Loyalist Demographics Breakdown

Samsung Loyalist Demographics Breakdown

Brand Loyalist Technology Adoption Segment

Loyalists & Brands: Purchases

Desktop Computer Major Brand Purchased by Loyalists

Laptop Computer Major Brand Purchased by Loyalists

Tablet Major Brand Purchased by Loyalists

Smartphone Major Brand Purchased by Loyalists

Future Purchase Intentions: Smartphone Brand by Loyalists

Smart TV Major Brand Purchased by Loyalists

Future Purchase Intentions: Smart TV Brand by Loyalists

Smart Watch Major Brand Purchased by Loyalists

Future Purchase Intentions: Smart Watch Brand by Loyalists

Smart Speaker Major Brand Purchased by Loyalists

Future Purchase Intentions: Smart Speaker Brand by Loyalists

Smart Display Major Brand Purchased by Loyalists

Future Purchase Intentions: Smart Display Brand by Loyalists

Streaming Media Player Major Brand Purchased by Loyalists

Future Purchase Intentions: Streaming Media Player Brand by Loyalists

Brand Perceptions by Brand Loyalists

Loyalists & Content Platforms

Music Service Subscription by Brand Loyalists

Video Service Subscription by Brand Loyalists

OTT Service NPS by Brand Loyalists

Video Service Spend Per Month By Brand Loyalists

Average Subscription Months of Apple TV+ vs Amazon Prime Video By Brand Loyalists

Average Number of OTT Services Subscribed By Brand Loyalists

Top Transactional OTT Service Used by Brand Loyalists

Appendix

Publish Date: 1Q 2023

Slides: 67


Authored By:
John Barrett - Director of Consumer Analytics
Yilan Jiang - Senior Director of Consumer Analytics

Published by Parks Associates
© January 2023 Parks Associates

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

Disclaimer
Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.

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