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Parks Associates: New research from Parks Associates finds smart home solutions that coordinate safety and home/away event scenarios could help a device manufacturer create cross-platform brand loyalty similar to Apple's dominance in CE device ecosystems. The IoT research firm finds U.S. consumers are more likely to own multiple CE products from Apple than from any other CE brand, with loyalty based largely around its mobile platforms. The emerging smart home markets do not have a dominant cross-platform player yet and represent an opportunity to establish a new population of brand loyalists.
"Apple has built a strong base of brand loyalists—82% of Mac users who purchased a smartphone chose an iPhone. By comparison, only 38% of non-Mac users who bought a smartphone chose an iPhone," said Brett Sappington, Senior Research Director, Parks Associates. "But cross-platform loyalty is difficult to achieve. Beyond Apple, ecosystem-based thinking among U.S. consumers is not natural; manufacturers must bridge this gap through product development and marketing that emphasize brand-specific benefits in use cases that apply across computing, mobile, and entertainment platforms. Cont'd...