“我们可能低估了苹果公司（Apple Inc.）在中国的快速发展。”

    《国际财经时报》（International Business Times）上周五在报道上图中的数字时这样写道。

    这张图表来自Upstream对五个新兴市场的4,505名智能手机用户的调查，调查内容是受访者希望购买的下一部手机是什么品牌。总体而言，32%的受访者希望购买苹果产品，高于三星的29%。这个差距在中国表现得更为明显，42%的受访者表示下一部手机想买iPhone。

    怎么会这样？IDC的数据显示，上个季度，苹果手机仅占中国智能手机销量的7%。

    上上周发布的第二份研究报告来自于施乐（Xerox）子公司WDS，它或许能提供一些线索，有助于大家了解市场正在发生的情况；报告衡量的是我称之为品牌磁性的东西。

    "We may have underestimated Apple Inc.'s (AAPL) progress in China."

    So begins a story in the International Business TimesFriday reporting on the numbers in the first attached chart.

    They come from an Upstream survey of 4,505 smartphone customers in five emerging markets in which respondents were asked what brand they hoped to buy next. Apple edged out Samsung 32% to 29% overall. The gap was considerably wider in China, where 42% said they wanted their next phone to be an iPhone.

    How can this be? Apple's share of smartphone sales in China last quarter, according to IDC, was a slim 7%.

    There's a clue to what may be happening in a second study released last week by Xerox' (XRX) WDS subsidiary that measured something I'm calling brand magnetism.

    作为客户忠诚度研究的一部分内容，WDS研究人员对美国、英国和澳大利亚的3,000位智能手机用户进行了调查。76%的iPhone用户表示，他们将继续使用苹果手机。三星排在第二位，为58%。没有其他任何一家智能手机生产商超过40%。

    相比之下，三星是“换品牌手机用户”青睐的品牌。在更换智能手机品牌或从功能性手机转而使用智能手机的客户中，34%的人买了三星手机，高于苹果iPhone的24%。

    “这个指标非常能说明三星强大的营销能力，”WDS的蒂姆•德鲁卡-史密斯说。“这家公司几乎与全球每家移动运营商都建立了稳固的关系，打造出了各种价格区间的设备。它使得三星产品组合的潜在客户群非常庞大。”

    听起来很像三星。

    消费者情报研究机构Consumer Research Intelligence Partners早些时候进行的一项调查发现，更换智能手机品牌的用户中，苹果赢得三星用户的比例(33%)是三星赢得苹果用户比例(11%)的三倍。

    另外还有一个数据。Upstream的调查发现，尽管近1/3的发展中国家用户渴望拥有iPhone，但他们会从谷歌（Google）的Google Play (40%)或直接从移动运营商(26%)那里下载应用软件和其他内容。仅28%的人在使用苹果的应用软件商店App Store——从Upstream调查获得的客户投诉来看，这种状况可能会发生改变：

    这些（非苹果）应用软件商店并不是没有问题。这份报告的调查结果显示，新兴市场客户遇到的最普遍的应用软件商店问题是无孔不入的推广信息（24%），表明用户不愿接受应用软件内置广告。此外，这个数据也揭示出在应用软件商店中寻找可下载内容的困难(24%)，这是另一件让人沮丧的事情。比如，每5位受访者中就有一位（20%）指出，应用软件商店缺乏个性化建议；每10位受访者中就有一位（11%）指出，现有应用软件商店的一个主要问题是购买内容时的支付方式有限。由于很多新兴市场消费者没有信用卡，能提供所有付款方式的应用软件商店将获得最大范围的成功。

    迎合所有的价格区间和付款方式，这些确实不是苹果的特长。（财富中文网）

    译者：杨智

    As part of a study of customer loyalty, WDS researchers surveyed 3,000 smartphone customers in the U.S., U.K. and Australia. Fully 76% of iPhone owners said they were sticking with Apple. Samsung came in second at 58%. No other smartphone manufacturer managed to break 40%.

    By contrast, Samsung was the favorite choice of "switchers." Among customers who were switching smartphone brands or coming from a feature phone, 34% bought Samsungs vs. 24% Apple iPhones.

    "This metric speaks a lot to the marketing might of Samsung," said WDS's Tim Deluca-Smith. "The company has been very successful in developing solid relationships with almost every mobile operator on the planet and then building devices to a variety of price-points. This exposes the Samsung portfolio to an enormous base of potential customers."

    That sounds like Samsung.

    An earlier consumer retention study by Consumer Research Intelligence Partners found that among people who switched smartphone brands, Apple was able to take three times as many Samsung customers (33%) as Samsung was able to steal from Apple (11%)

    One more data point. The Upsteam survey found that although nearly a third of customers in the developing world covet the iPhone, they download their apps and other content from Google (GOOG) Play (40%) or directly from their mobile operator (26%). Only 28% are currently using Apple's App Store -- although judging from Upstream's litany of complaints, that could change:

    These [non-Apple] app stores are not without their frustrations. Results from the report show that the most prevalent app store problem experienced by emerging market consumers is the high level of promotional messages received (24%), suggesting that users are not amenable to in-app advertising. Furthermore the data revealed difficulty in navigating app stores to find downloadable content (24%) is another primary frustration. For example, 1 in 5 respondents point out that app stores have a lack of personalised suggestions (20%) and 1 in 10 (11%) say a major problem with current app stores options is the lack of payment methods offered when purchasing content. With many emerging market consumers not having access to credit cards, it will be the app stores that cater to all payment methods that will achieve widespread success.

    Catering to all price points and payment methods is not exactly Apple's forte.