![\"Computer](\"http:\/\/businesstech.co.za\/news\/wp-content\/uploads\/2014\/03\/Computer-owners-by-country.jpg\")
<\/a>Computer owners by country<\/p><\/div>\n
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.<\/p>\n
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.<\/p>\n
“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.”<\/p>\n
<\/a>Brand overlap SA<\/p><\/div>\n
Advocacy versus loyalty<\/h3>\n
The survey found that, even though consumers may advocate and recommend certain brands to others, they are not necessarily loyal to the brands, themselves.<\/p>\n
“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.<\/p>\n
Effective Measure indexed impressions based on a device’s ease of use; quality; functionalty; value; and practicality – as well as its relevance and innovation.<\/p>\n
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.<\/p>\n
However, when measuring loyalty to the brand, only Australia and the UAE indicated any loyalty towards Apple.<\/p>\n
Similar results were observed in all regions, where low advocacy scores were coupled with high loyalty scores, and vice versa.<\/p>\n
“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.”<\/p>\n
More on the PC market<\/h3>\n
Another tough year expected for PC market<\/a><\/strong><\/p>\n 2013 set to be the PC market\u2019s worst year<\/a><\/strong><\/p>\n