Consumer sentiment is one of the most important elements of consumer loyalty.
If consumers don’t feel as passionate about buying an iPhone or Android smartphone as they would like to, that could be a problem for the company.
In a survey of 2,000 people, the Wall Street Journal reported that the sentiment index for smartphone purchases has been trending downward since 2015, while sentiment for loyalty to a brand has grown from 20 percent to 33 percent.
In the past two years, consumers have become increasingly skeptical of smartphones, with nearly half (49 percent) saying they would not buy an iPhone, and less than 1 in 5 (17 percent) preferring an Android phone.
With the smartphone market already struggling, Apple is doing its best to address those sentiments with its marketing campaigns.
Its most recent campaign, “Buy One, Get One Free,” saw the company’s executives give away free iPhone 6 and iPhone 6 Plus phones to users.
In 2017, Apple partnered with Google to create a smartphone coupon program called the iPhone Cash Program, in which consumers can buy up to $200 worth of iPhones per year for a one-time fee.
In the past, Apple has focused on marketing to younger consumers, specifically targeting young men.
The company also recently released a new video campaign to educate people on the importance of keeping their devices locked up.
“The key is not to be afraid of the new,” CEO Tim Cook said at a media event on Tuesday.
“The key to marketing to young people is to be comfortable with them.
The key is to keep the phones locked down.
You need to have a plan in place, you need to know what you’re going to get and you need an environment in which to operate that way.”
While Apple’s strategy has been effective, it has not always been popular with consumers.
A poll from the consumer research firm Nielsen found that 70 percent of consumers say they would prefer a more secure device, and only 29 percent would like a device that’s more durable.
In fact, a survey from GfK found that more than a third of consumers would rather own a smartphone that’s not locked up and that’s easily unlocked.