iPhone brand showing strength in Australia

Stephen Withers
Wednesday, 04 November 2009 05:04

Your IT - Mobility

A marketing research firm says iPhone is one of the strongest mobile phone brands in Australia, and almost certain to increase its market share in 2010.

Millward Brown surveyed 400 Australian mobile phone users and found that iPhone had more brand strengths than Nokia, Motorola, Sony Ericsson and BlackBerry.

Although Nokia was found to have the strongest relationship with customers, iPhone was the runner up.

iPhone also recorded the highest ever 'voltage' (a measure of the probability of growing market share) ever seen in Australia.

"After little more than 12 months in the Australian market, iPhone has gained a strong brand position. Our research has confirmed it is now on par with Nokia in terms of popularity, even though only nine percent of those surveyed actually owned an iPhone. This bodes well for iPhone when those consumers upgrade their handsets," said Daren Poole, Millward Brown’s Sydney managing director.

"While there are still more than twice as many people who bond with Nokia than with iPhone, given its meteoric rise over the past year and the forecast for strong sales growth, the iPhone is well on the way to becoming Australia’s mobile phone brand of choice," he added.