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Customer Experience (CX) Study by UserTesting Reveals Apple iPhone Ads Appeal to Younger Generations, Confuse and Alienate Older Generations

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Human Insights Platform UserTesting Captures Gen Z vs. Baby Boomer
Reactions to Recent Ads; Finds Brand Loyalty Starts Much Earlier and is
More Difficult to Change Than Expected

Apple is well known for its powerful advertising. Dating back to the
1984 Super Bowl ad, the Think Different campaign of the 1990s, and the
Get a Mac campaign of the 2000s, the company's ads have been hailed as
revolutionary. But Apple's most recent iPhone ads are a big departure in
both tone and focus.

This press release features multimedia. View the full release here:
https://www.businesswire.com/news/home/20180809005135/en/

When asked if the ads inspired participants to purchase an iPhone in the future, scores again follow ...

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
.

"The new iPhone ads feature confusing situations, fast cuts, and
saturated colors," said Michael Mace, Vice President of Product
Marketing at UserTesting
. "There's no question that Apple is
thinking different again, but this time it's not clear what the company
is intending. By capturing real human insights, UserTesting set out to
uncover why."

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 "chaotic." 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 (à la Minority
    Report).

"Apple's age-based approach to iPhone marketing appears to be paying
off," continued Mace. "In a 2018 survey, Piper Jaffray found 84%
of U.S. 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, is
available at: https://info.usertesting.com/streaming-media-CX-index-may-2018_Registration.html.
For UserTesting's past industry CX reports, visit https://www.usertesting.com/resources/industry-reports.

About UserTesting

UserTesting enables every organization to deliver the best customer
experience powered by human insights. With UserTesting's on-demand human
insights platform
, companies across industries make accurate
customer-first decisions at every level, at the speed business demands.
With UserTesting, product teams, marketers, digital and customer
experience executives confidently and quickly create the right
experiences for all target audiences, increasing brand loyalty and
revenue. UserTesting delivers human insights to over 35,000 customers,
including 37 of the top 100 brands in the world, and is backed by Accel
and OpenView. UserTesting is headquartered in San Francisco, CA. To
learn more, visit www.usertesting.com.

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