So...we plugged in Apple and Google-owned Android to see how their customers differed. The results were fascinating.
YouGov identified more than 10,000 Apple users in their sample database, where Android only provided 115. Remember this is in the UK, not the US.
|Apple Users||Android Users|
|Predominantly women, 25 to 39 years of age, of higher social status with significant disposable income.||Predominately men, 18 to 24 years of age, lower on the social scale with less disposable income.|
|Live in London (urban dwellers) and more likely to be in advertising/marketing/pubic relations.||
Live in North Scotland (prefer a more rural setting) and are typically employed in information technology.
|Moderate politically, with perhaps a smidgeon to the left.||No debate: politically far left.|
|More likely to drive a BMW or Audi.||Drive a Volkswagen.|
Is online 16 to 20 hours per week and
watches one to five hours of television.
Is online an average of 36 to 40 hours per week and watches less than one hour of television.
|Enjoy exercising, mobile apps, fashion and more likely to own a pet fish.||Enjoy playing an instrument, basketball, computers, science and more likely to own a pet bird or dog.
Describe themselves as clever, confident and well educated and balanced. They also occasionally headstrong, control freaky and insecure.
|Describe themselves reassuring, worriers, kind and occasionally withdrawn, needy and introverted.
|For an online experience, Apple users stay within the Apple community, frequenting iCloud, iTunes and other Apple sites. ||As expected, the Android online experience is dominated by YouTube, Gmail, Google Plus and general Internet searches.
YouGov does not show the "typical" fan or customers, but rather what is 'particularly true' about a group. YouGov compares a group to their natural comparison set (for example, views of a particular television show would be compared to anyone who has rated any television shows).
YouGov holds over 120,000 data points, collected from 190,000 UK YouGov members, updated on a daily basis. You must be 18 years of age to participate so there is no teen or child profiles. If the sample size says 78 people, it doesn't mean that only 78 people were surveyed, but rather only 78 responded or self-identified as a fan or customer. Smaller sample sizes still provide information; however, a larger sample size offers more confidence in any correlations you may derive.
What does this tell me? Well, you can profile your target audience across all channels, plan creative and design a media strategy for specific campaigns with a bit more granularity than you may currently have. But most of all, it's easy entertainment to compare one brand against another to see how you align with the results. Try it yourself at: https://yougov.co.uk/profiler#/.