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Apple vs Samsung, the eternal clash of the titans to gain the loyalty of more and more fans, but is there actually any difference in profile between these two populations?

Fact number 1: the difference between the number of Apple Maniacs* (3.7m) and Samsung Maniacs* (3.2m) is by no means huge. A more male-oriented profile in both cases but younger for the ApMs: more than half between 25 and 49 years old, while seven out of 10 SaMs are 35+. It comes as no surprise that a very high proportion of Apple fans are from the upper SPC and have a Baccalaureate qualification + 5 years’ higher education, while the SPC profile is more heterogeneous amongst Samsung enthusiasts. One thing is certain: whether people love Apple or Samsung, they always want the very best! ApMs and SaMs are more likely to have 4G and phablets than the population as a whole (1.7 times more likely for Apple and 1.4 times more likely for Samsung). I’m never without my Apple! When people have an Apple phone or tablet they use it more often. ApMs use them more than web users as a whole, 84% of them use their tablet to surf compared with only 40% of web users as a whole. The same applies to SaMs (2/3 of people are tablet web users). When you have an Apple or a Samsung, are your surfing habits different to other web users? On the whole, yes. A higher proportion of ApMs perform communication and media activities. This is more evident for downloading and the participative activities. A greater number of them are also subscribed to community websites. They like to use gadget features such as flash code and are partial to notifications, either for practical information, promotions or the news. Their smartphone is also a useful tool when shopping because half of ApMs use it to do some research when they are in a shop. They can certainly be described as “Netivores”, but this does not necessarily mean they are abandoning traditional media. They watch TV and subscribe more to paid TV and SVOD packages. They listen to the radio and even more of them read newspapers. They are truly hungry for information! And when you’re a fan, you’re definitely a fan! When they are asked which OS they would like their next smartphone to have, guess what their answer is...?

Source: Médiamétrie - Web Observatory – Q4 2015 For more information on the Web Observatory report, contact us!