Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Apple's iPhone ads are great at appealing to youngsters

But they're really confusing and alienating everyone else

When asked if the ads inspired participants to purchase an iPhone in the future, scores again followed brand loyalties. A whopping 78% of Gen Z and 86% of Boomer iOS customers were more likely to consider purchasing a new iPhone, versus only 36% of Gen Z and 34% of Boomer Android customers. (Graphic: Business Wire)

To measure the impact the ads have on consumer sentiment and preference, UserTesting, the leading on-demand human insights platform, today published the 2018 CX Study: Apple iPhone Ads. The report captures the reactions of 200 iPhone (iOS) and Android customers - broken into Gen Z (18-25) versus Baby Boomers (55+) age groups - to three recent iPhone ads: Sticker Fight, Unlock, and Fly Market.

Among the key findings from the report:

• iPhone ads are designed for young people / kids. Many iOS and Android customers in the Boomer age group felt the ads weren't aimed at them, but rather at a much younger audience - possibly even younger than Gen Z. Boomers called them "silly" and "haotic." Even Android customers in the Gen Z age group were more open to the ad content.
• Brand loyalty starts - at birth?
  Interest in the iPhone ads or in purchasing an iPhone after viewing an ad strictly followed brand loyalties. Android customers of any age were less likely to be interested in the iPhone ads and features, while iOS customers across age groups showed significantly more interest. Most customers expressed a strong preference for the devices they currently own. For Boomers, the ads conjured up science fiction fears. Apple's face recognition technology created discomfort and concerns with privacy and security among many older customers. For some, it conjured up fears like being tracked by ads on the subway.

"The new iPhone ads feature confusing situations, fast cuts, and saturated colors. There's no question that Apple is thinking different again, but this time it's not clear what the company is intending," said Michael Mace, Vice President of Product Marketing at UserTesting. "Apple's age-based approach to iPhone marketing appears to be paying off. In a 2018 survey, Piper Jaffray found 84% of US teens expect to get an iPhone as their next phone, up from 65% in 2014. Because smartphone brand loyalty starts early and is difficult to change, it's likely that Apple is actually trying to appeal to people even younger than those in this CX study: teens and pre-teens."

A copy of the full 2018 CX Study: Apple iPhone Ads, including charts, has been made available for free download at: https://info.usertesting.com

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)