"Can't Live Without Apple" One in Two... Apple Fans' Devotion Deepens

[Source: MBLM]

[Asia Economy Reporter Joselgina] A survey has revealed that Apple customers in the United States have grown even more devoted to Apple during the COVID-19 pandemic.

IT specialized media AppleInsider reported this on the 9th (local time), citing the 'Brand Intimacy COVID Update' survey by global brand consulting firm MBLM.

According to the survey, Apple scored 73.7 points, surpassing the world's largest e-commerce company Amazon to take first place. Following the first survey conducted last summer after the spread of COVID-19, Apple maintained its top position in brand intimacy this time as well. Amazon ranked second with 63.6 points, followed by Disney in third place with 56.9 points. Samsung Electronics (54.6 points) ranked 11th, outperforming BMW (13th), Netflix (14th), Nintendo (20th), and Starbucks (30th).

AppleInsider added that Apple was the only brand included in the top 5 lists for both male and female respondents. Notably, Apple ranked first on the female chart. On the male chart, YouTube, Samsung Electronics, and Apple took first to third places respectively. By age group, Apple led in the 18-34 and 34-44 age brackets. However, in the 45-64 age group, Amazon was ranked first.

Among the 3,000 U.S. consumers surveyed, 50% responded that their usage of Apple devices and services such as iPhone and iPad increased during the pandemic.

This indicates a significant expansion of loyal customers who literally say they cannot live without Apple. Previously, in the pre-pandemic brand intimacy survey, 33% of Apple users said they could not live without Apple and Apple services; this rose to 40% in last year's survey and 48% in this year's survey?about one in two Apple users. Additionally, the percentage of users willing to pay a 20% premium for Apple products increased from 22% before the pandemic to 29% this year.

MBLM stated, "We can see that consumers have developed a deeper emotional attachment to the brands they already use during the uncertain times of the COVID-19 pandemic."

Meanwhile, Apple will hold a special event at its headquarters in Cupertino, California, on the 14th. The new iPhone 13 series and iPod 3 are expected to be unveiled at this event. IT specialized media reported that the iPhone 13 will be released in six colors: Black, Blue, Purple, Pink, White, and Red.