Apple has proven that celebrities go well with Siri.
Apple’s new iPhone ads featuring Zooey Deschanel and Samuel L. Jackson coincide with an increase in consumer perception for the brand among 18-34 year olds in the US. The recent improvement in consumer perception has pushed iPhone ahead of Android and distanced itself even more from the rest of the mobile device sector.
While both men and women were behind the perception lift, men registered the strongest push for the iPhone.
Android’s perception with the 18 – 34 demo dipped slightly when the iPhone campaign began running at the end of April.
iPhone, Android and the mobile device sector were measured with YouGov BrandIndex’s Buzz score, which asks respondents: “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” For this research, all respondents were screened for adults 18 – 34. Brands in the mobile device sector include BlackBerry, HTC, Motorola, Nokia and Samsung.
YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
Just as the new Siri campaign premiered on April 19th, iPhone’s buzz score in the 18 – 34 demo was 16, several points below Android’s 26 score. Five days later, iPhone’s buzz score passed Android, 30 vs. 29 while the average buzz score for the mobile device sector was 15.
The iPhone’s buzz score peaked on May 4th with a 51 score, while Android moved a couple of points down to 27 and the mobile device sector average was 18. iPhone settled down to 37 on May 10th and is currently at 38. Android eventually slid down to a 21 buzz score on May 10th and is currently at 27. The current buzz score for the mobile device sector is 15.