According to research, the perceptions of value Microsoft and Apple offerings has shifted dramatically in the eyes of 18- to 34-years-olds since Microsoft began running its "Laptop Hunters" campaign in March. Apple's "value perception" has fallen considerably, while Microsoft's has risen among this group of consumers.
According to AdAge:
"Based on daily interviews of 5,000 people, BrandIndex found the age group gave Apple its highest rating in late winter, when it notched a value score of 70 on a scale of -100 to 100 (a score of zero means that people are giving equal amounts of positive and negative feedback about a brand). But its score began to fall shortly after and, despite brief rallies, hovers around 12.4 today.
Microsoft, on the other hand, has risen from near zero in early February to a value-perception score of 46.2."
Of those in the older age groups, the 35- to 49-year-olds saw a marked increase in preference for Microsoft around the second or third week of the campaign and momentarily overtook Apple; at the same time, Apple's "value perception" took a dip among this age group. Apple has since clawed it's way back as the top-choice for 35 to 49 year-olds. Among 50-plus consumers, the two brands are virtually neck and neck.Via - AdAge