In an effort to encourage even more innovation among app developers, Apple unveiled a video ad at a recent event that imagines what the world would be like without apps. Spoiler alert: it’s not great. Drivers are left without directions, selfie-takers have no one to share their photos with, and gamers have to actually crush candy with a hammer. But could this humorous take on the world of apps impact consumers as well? We asked 1,000 respondents about their tech buying habits and then tested the ad to see if it would make any impact on those habits or opinions.
In Ask Your Target Market’s latest online survey, 18% of respondents said that they make tech related purchases a few times per month. 15% do so a few times every three months. 34% buy tech items a few times per year. And 17% make tech purchases less frequently than once per year.
Apple was pretty in line with the other tech brands, with 50% saying they use Apple products regularly, the same percentage as those who use products from Google and Microsoft regularly. Samsung was a bit more popular, with 53% using those products regularly.
Overall, 29% of tech consumers said they would be certain or practically certain about choosing Apple for their next tech purchase. And 21% said it would be very probable. Of those who viewed the Apple Appocalypse ad, 28% said they would be certain about choosing Apple for their next tech purchase. And 23% said it would be very probable.
In addition, 68% of respondents said they would be at least somewhat likely to purchase a new smartphone within the next year. Of those respondents, 35% said they would be practically certain about choosing Apple for their next tech purchase. And 25% said it would be very probable.
The most popular words that people used to describe the Apple brand were innovative and expensive. But some also included descriptors like reliable, quality, easy and great. Those who viewed the Apple Appocalypse ad were likely to use most of those same descriptors. But they were also a bit more likely to describe Apple products as user friendly.
The Apple Appocalypse ad didn’t make much of an impact on general tech consumers. But it did seem to make a positive impact with consumers who are likely to purchase smartphones in the near future. So while the ad was mainly meant to encourage innovation in the developer community, it could potentially be repurposed and used to remind consumers just how much all their favorite Apple apps have impacted their lives. Of course, it would be most useful to target the ad to those who are actively considering smartphone purchases. But as the ad has already gotten a fair amount of attention online, it’s possible that it has already made an impact where it counts.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on September 6 via AYTM’s online survey panel.