Quick Study: Samsung Tops Apple, Sony, HP as Preferred Tech Brand; Politics Driving Growing Trend of National Incivility


â–¶ Samsung at Top of Tech Brand Mountain: Samsung is the most preferred consumer technology brand—at least in Europe and in the U.S.—ahead of Sony, HP and even Apple, according to the ConsumerMetrix Technology Brand Preference Index released in June 2012 by Strategy Analytics. In a survey of 6,000 consumers in the U.S. and Europe, Samsung, which has vaulted from a no-name brand to a global leader in 15 years, received the highest overall preference rating of +41%, followed by Sony at +29 %, HP at +20% and Apple at +19%. Other findings: • The study identified significant regional and demographic variations in brand preference. Apple is the third-most-preferred brand in Italy, but ranks eighth in Germany. • Apple’s popularity also diminishes in line with age—it is the second-most-popular brand with consumers under age 20, but ranks only 10th with those over 65. • The lowest brand ratings were given to Lenovo (-37%), BlackBerry maker RIM (-28%) and Sanyo (-26%). Source: Strategy Analytics â–¶ Politics Driving Civility Disorder: A rancorous political environment is primarily responsible for driving a “national civility disorder,” and most Americans say politics is increasingly uncivil, complicating resolution of major issues and deterring people from entering public service, says a new poll by Weber Shandwick, Powell Tate and KRC Research. Reinforcing these perceptions, nearly seven in 10 Americans (67%) expect the upcoming November election process to be uncivil. Other findings include: • Two-thirds (63%) of Americans believe incivility remains a “major problem.” The survey also found that nearly three-quarters (71%) believe civility has declined in recent years and 55% expect the decline to continue, with politics and government being most responsible for the problem. • About eight in 10 Americans say political campaigns are uncivil and politics is becoming more uncivil. Substantial majorities think the tone of public discourse is harming America’s future. • While only 17% of the public reported being untouched by incivility, fewer Americans this year reported personal experiences with incivility on the road (60% in 2012 vs. 72% in 2011); while shopping (49% vs. 65%); at work (34% vs. 43%); and in their neighborhoods (28% vs. 35%). PRN Source: Weber Shandwick/Powell Tate/KRC Research PR News Launches Social Media Certificate Program Recognizing the need for PR professionals to prove to peers and business partners that they are keeping pace with the rapid developments in existing social networks, new platform launches and current digital communications best practices, PR News has launched a Social Media Certificate Program. PR and marketing professionals can earn credits toward a Certificate in Social Media by attending PR News’ Digital PR and Social Media Conferences. The program debuts with PR News’ Social Media Summit, which will be held June 21-22 in New York City. All Social Media Summit attendees will receive a certificate of completion indicating they have earned eight credits toward a PR News Certificate in Social Media. A total of 32 credits earned within a 24-month period is required to be awarded a Certificate in Social Media—the equivalent of attending four Digital PR or Social Media Conferences. All holders of Certificates in Social Media will join the ranks of PR News’ Digital PR Masters, who will be honored at one of PR News’ annual signature events; Digital PR Masters will also be receive exclusive benefits, such as discounted rates on all PR News products and events. “With so many people claiming to be social media gurus, our new Social Media Certificate program brings credibility to the field and provides much-needed education and context to social media communications,” says Diane Schwartz, senior vice president and group publisher of PR News. “With nuts and bolts training from many of the smartest social media leaders, the PR News certificate program will no doubt lead to more high-quality and effective social media initiatives.” If you have any questions about PR News’ Social Media Certificate program, please contact Steve Goldstein at sgoldstein@accessintel.com or 212-621-4890.

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