by Crystal deGoede*
We all live on planet earth and most of us own or use some sort of tech-gadget(s) that allows us to communicate and interact with each other and the world. It’s hard to believe we survived all those centuries without computers, cell phones, Internet, and social media. I can’t remember what I used to do “back in the day” when something comical happened and I wanted to share it with my friends…maybe we paged each other!
Most of us are very familiar with the advertising and marketing campaigns used by HTC (Android), iPhone, Mac, PC, iPad, and BlackBerry. They are designed to connect with “you” on a personal level:
- HTC’s “You” campaign – “You don’t need to get a phone, you need a phone that gets you.”
- iPhone Facetime – woman tells her husband she is pregnant.
- Microsoft – “Get to everything you love faster.”
- BlackBerry – “Don’t just like, love what you do with Blackberry.”
Do these campaigns actually affect our perception of what’s best when it comes to purchasing 
a gadget(s) or do we subconsciously choose based on other factors (e.g., trends, capabilities, ease of use, etc.)?
Retrevo, a consumer electronics review and shopping site, conducted an online survey of 7,500 Retrevo users across all genders, age demographics, and locations between March and July of this year. The Gadget Census Report shows that owners of iPhones, Androids, and BlackBerry’s exhibit different behaviors and characteristics based on which gadget(s) they use. So I know what I am, but what are you?
If you’re like me, you probably own a Droid. You probably also do not have a landline in your home. According to Retrevo, 31 percent of Droid owners do not have landlines, compared to iPhone (23 percent) and BlackBerry (23 percent) users. Retrevo did note that one reason for this is because Android owners tend to have more reliable coverage.
Is it true that once you go Mac you never go back? I would say so! If you have a Mac in your household, you are three times more likely to purchase an iPhone and six times more likely to purchase an iPad, according to the survey.
iPhone Characteristics.
According to the census results, iPhone users act and think differently than Droid and BlackBerry users. They are also usually younger (especially when it comes to BlackBerry users) and have a tendency to adopt technology earlier, like watching TV online. On a surprising twist, iPhone users are not as “Genius Bar” as they might think they are. They are 23 percent more likely to rent a movie from Blockbuster (are they still around?) than their Droid peers, and 22 percent more likely than Droid owners to not know what brand of television they own.
Android Characteristics.
Retrevo reports that Droid users are more tech-savvy, usually owning techier gadgets than their iPhone and BlackBerry friends. They are less likely to own a GPS though. (But if your phone was running Google map software, there would be no need for a Garmin lying around taking up space.) The downfall to being so techy and brilliant, 25 percent of Android owners are more likely to not read books and 20 percent more likely to not care about recycling old gadgets.
BlackBerry Characteristics.
2002 called and they want their BlackBerry back… According to the Gadget census, BlackBerry owners/users are old fashion. In fact, a recent article in Trader Daily discussed BlackBerry losing its “stimulant addiction” for Wall Street, who is considered the early adopters of BlackBerry’s: “FierceFinance pointed out this week that some of the major banks, whose employees traditionally dared to touch no cell-phone bearing anything other than a BlackBerry emblem, are beginning to move towards the fancy new options.” When it comes to keeping up with other forms of tech-gadgets, Retrevo found that BlackBerry users are more likely to have a CRT (tube) as their primary television and listen and get their music from terrestrial radio. However, they are 15 percent more likely to recycle old gadgets than Android users.
So based on the results from Retrevo, do you have the characteristics of the gadget(s) you own? If you own an iPhone are you upset to find out you are not as unique as you might think? Androiders, is it true that you do not read books? And last but not least, BlackBerry users, are you really old school? What factors played into you choosing your gadget(s)? Do the “you” campaigns play a factor into your decisions? I look forward to reading your thoughts along with the BurrellesLuce Fresh Ideas readers.
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*Bio: After graduating from East Carolina University with a Marketing degree in 2005, Crystal DeGoede moved to New Jersey. In her four years as a member of the BurrellesLuce marketing team and through her interaction with peers and clients she has learned what is important or what it takes to develop a career when you are just starting out. She is passionate about continuing to learn about the industry in which we serve and about her career path. By engaging readers on Fresh Ideas Crystal hopes to further develop her social media skills and inspire other “millennials” who are just out of college and/or working in the field of marketing and public relations. Twitter: @cldegoede LinkedIn: Crystal DeGoede Facebook: BurrellesLuce
circumvent the conversation. It may be “easier” to send an email, but you’re leaving the recipient’s interpretation up to chance. Heinz Tschabitscher discusses email communication in his blog post, 
