2012-09-25 18:45:33 -
United States CXOsâ Choice: Mobile Devices - a new market research report on companiesandmarkets.com
The primary objective of this research is to measure preferences regarding mobile communications and computing devices among C-level executives across various industry verticals throughout the United States. Supporting the overall objective, this study also measures important features of various types of products and services, ownership and usage rates, and satisfaction with future intentions regarding brands currently owned/used. A Web-based survey methodology was utilized in this research service. Only qualified respondents are surveyed and must meet requirements set by a screening process prior to full survey participation.Executive SummaryOverall, CXOs are perceived as having disposable income likely linked to higher salaries, and within the past year CXOs appear to be spending their "extra" money on "extra" devices.Laptops/NotebooksAmong the various mobile communication and
computing products/services covered in this research, nearly all U.S. CXOs use/own laptops/notebooks which is consistent with the past few years of data. Of all features surveyed, U.S. CXOs want their laptop/notebook to work every time they use it (reliability) and for it to be a quality product; all other features are less important.Since Frost & Sullivan began covering the laptop/notebook market, a distinct trend developed: significantly more CXOs now own two or more laptop/notebooks, primarily to have devices to separate their business and personal functions. With the significant uptake of laptop computers, desktop computers are burdened by negative results as desktop ownership steadily declines. Furthermore, increased laptop ownership is likely related to changing perceptions of how laptops can be used-now diversified to both business and personal.Dell continues to be the most owned brand of laptop/notebook since 2010. However, even though Apple is building a strong reputation for work/business use laptops, Apple is most owned as a personal laptop. Furthermore, Apple and Dell are both perceived as leading laptop brands for work/business purposes. However, Apple is ranked in a class by itself for personal use (Tier I). For personal use, Dell falls to a Tier II position, joining HP.Most CXOs receive their laptop/notebook computers for work/business purposes from their company or employer. Yet, among those purchasing their own laptop/notebook computers, direct manufacturers are the most common channel from which laptops/notebooks are bought.Overall, CXOs who own a Toshiba or Sony laptop rate the various surveyed security systems higher for importance than owners of other laptop brands. Conversely, Apple owners rate the various surveyed security systems´ importance the lowest; thus, they do not have those security systems on their laptops. It appears that CXOs who own Apple laptops consider their computers more secure than Microsoft Windows-based laptop brand owners.Tablet ComputersIn just two years time, tablet computers have quickly been adopted by more than half of CXOs, and in some cases one is not enough. Nearly one-third of CXOs who own tablet computers have two or more reasons such as family needs, business/private use, and different locations. In the tablet computer market, Apple is most owned, and it is ranked as the top brand, while Samsung falls into a Tier II position. The reputation structure for personal tablets is similar to personal laptops, with Apple being ranked in a class by itself.SmartphonesSince Frost & Sullivan began covering the smartphone market, a distinct trend developed, as significantly more CXOs now own two or more smartphones (since 2010, up seven percentage points to x percent in 2012). Similar to reasons for multiple laptop ownership, multiple smartphones are owned primarily to separate business and personal use.A brand shift has occurred among CXOs owning/using smartphones. In 2010, Blackberry was the top owned smartphone brand for work/business purposes, but in 2012 the top brand is Apple. Apple has been able to cross the personal to business use divide for both laptops and smartphones.E-readersSince 2011 e-reader ownership among CXOs has increased. E-reader use is linked to the convenience of having volumes of electronically stored reading material available during business, travel, and resting times.
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