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Dell Dominates PC Brand Repurchase Loyalty – MetaFacts TUPdate#031211 |
| Dan Ness,
Principal Analyst, MetaFacts, December 11, 2003 |
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When it comes to brand loyalty in the PC business,
one manufacturer stands taller than all the rest: Dell. For the second
consecutive year, Dell leads all other PC brands with the highest repurchase
rate among the major manufacturers. The Repurchase Brand Loyalty measure is
calculated annually by MetaFacts, Inc. as part of their Technology User Profile
study. The 2003 research is based on a survey of 11,175 respondents and leaves
no doubt that Dell is the PC repurchase brand leader.
According to the study, Dell has attracted the
most-loyal PC buyers, rising to rank first among the major brands with a 77%
repurchase rate. This is off the heels of the 2002 research which had Dell at an
industry-leading 64.7% repurchase rate, a 19% year-over-year increase. Apple
came in second in 2003 with a 57.6% repurchase rate, improving nearly 11% over
its 2002 result. Although Compaq alone enjoyed a healthy 43% year-to-year
improvement, when you combine HP & Compaq, the two brands are stronger than last
year by 17% though still ranked third among the leaders. With Gateway
decreasing from 54.5% to 47.5% from the 2002 to 2003, IBM Clones now rank fourth
with 48.4%. (See table below.) |
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2003 PC Brand Loyalty Ranking (Previous Ranking) |
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% of Projected Installed PCs
that were the same brand as the previously installed brand when purchased
new in 2002 and 2001 |
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2002 |
2003 |
Yr/Yr |
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1 |
Dell (1) |
64.7% |
77.0% |
19.0% |
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2 |
Apple (3) |
52.1% |
57.6% |
10.6% |
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3 |
HP/Compaq (4) |
47.4% |
55.6% |
17.3% |
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4 |
Clone/IBM Compatible (5) |
45.6% |
48.4% |
6.1% |
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5 |
Gateway (2) |
54.5% |
47.5% |
-12.8% |
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6 |
Compaq (9) |
32.1% |
45.9% |
43.0% |
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7 |
e-Machines (8) |
36.7% |
47.1% |
28.3% |
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8 |
Hewlett-Packard (6) |
38.5% |
41.4% |
7.5% |
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9 |
IBM (Made by IBM) (10) |
25.4% |
37.0% |
45.7% |
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10 |
Sony (7) |
36.8% |
24.0% |
-34.8% |
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Source: MetaFacts, Inc. – Technology User
Profile – 2003 and 2002 |
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What's ahead? |
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For Dell, repurchase brand loyalty is a key measure
for PC makers as they look to expand beyond the maturing personal computer
market and into the highly competitive consumer-electronics market. With new
products such as portable digital-music players, an online music stores and
flat-panel television sets, leveraging their strong brand loyalty with consumers
will be a major factor in obtaining success in these new markets. |
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Background & Methodology |
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only found in one place, the Technology User Profile from MetaFacts. The
Technology User Profile market research information service is based on
extensive primary research selected and balanced to represent the American
population - including technology users and non-technology users. Drawn from
more than 10,000 surveys per year reporting on over 250 questions, it is the
most comprehensive total market technology study available. TUPdates are brief
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released first to current subscribers, then some are later posted to the public
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http://www.technologyuserprofile.com/. To subscribe to email notifications
of future TUPdates, complete the request forms. |
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