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Nokia Losing Its Cool, Drops 8% in Teen Survey

June 7, 2009 in Wireless Industry News

You can look at the results of a recent survey of 112,000 teenagers worldwide in one of two ways: either Nokia is the most popular cell phone maker in the world, or Nokia’s starting to lose its popularity.

The survey, which included teenagers in 30 countries (but not in mega-countries India and China, where Nokia has a solid presence), asked which cell phone brands were the respondents’ favorite. Nokia claimed 21% of the response, down from 29% a year ago. And following in the company’s footsteps were Sony Ericsson, Samsung, LG Electronics, and Apple Inc, while Motorola rounded out the last of the six.

“I think the drop in the ranking reflects the fact that Nokia does not have really cool phones at the moment,” said Gartner analyst Carolina Milanesi.

This should probably read: Nokia does not have really cool cheap phones at the moment, which I’d expect to be in the hands of most teenagers. Another reason for the ranking hit this year is probably Nokia’s late-as-usual response to the touch-screen market, or more specifically the budget touch-screen market. Most of the competition leapfrogged the company by releasing tons of el cheapo touch-screen dumbphones, with Nokia shipping only the 5800 XpressMusic so far (and its price is not necessarily budget phone territory – more like midrange).

Still, whether you look at the glass half-full or half-empty, Nokia’s waning popularity is still a problem, because popular brands translate into sales. Not just now, but in the future.

Nokia popularity fading among teens: survey – Reuters



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