Biggest PC brands in SA
New data from Effective Measure reveals which PC brand is the most popular in South Africa.
According to a survey compiled by the brand measurement agency, Dell is the most prominent computing brand in South Africa, with HP and Acer drawing up a tight second and third.
The survey sampled a total of over 7,000 people in South Africa, Australia, India, UAE and Malaysia – with a minimum of 1,000 people in each region.
Computer owners by country
Dell was named the most prominent brand in two regions, including South Africa and India, while Acer was dominant in Malaysia, HP topped the UAE and Apple reins in Australia.
EM tracked an average of 1.8 PCs per respondent, and noticed an 8.0% overlap of Dell and HP computers – with the smallest overlap between Acer and Apple.
“While few multi-computer owners in any country own only one brand of computer, consumers routinely use computers of different brands,” EM noted. “In every country, an average of 5% overlap between any two computer brands is common.”
Brand overlap SA
Advocacy versus loyalty
The survey found that, even though consumers may advocate and recommend certain brands to others, they are not necessarily loyal to the brands, themselves.
“Even Apple – bringing into question the nature and role of their assumed brand loyalty – seems vulnerable to the view of computers as a commodity,” the group said.
Effective Measure indexed impressions based on a device’s ease of use; quality; functionalty; value; and practicality – as well as its relevance and innovation.
Apple users were found to be the strongest advocates in each of the regions surveyed, with the brand attaining the highest advocacy score (44.1) in Australia.
However, when measuring loyalty to the brand, only Australia and the UAE indicated any loyalty towards Apple.
Similar results were observed in all regions, where low advocacy scores were coupled with high loyalty scores, and vice versa.
“This lack of consistent assosciation between loyalty and advocacy…suggests that consumers bear different criteria in mind for making a recommendation than for maintaining loyalty to a brand.”
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