{"id":2278,"date":"2013-10-21T11:11:22","date_gmt":"2013-10-21T15:11:22","guid":{"rendered":"http:\/\/2d823b65bb.nxcli.io\/?p=2278"},"modified":"2013-10-21T11:15:27","modified_gmt":"2013-10-21T15:15:27","slug":"the-power-of-brand-and-the-power-of-product-part-3","status":"publish","type":"post","link":"https:\/\/www.robweir.com\/blog\/2013\/10\/the-power-of-brand-and-the-power-of-product-part-3.html","title":{"rendered":"The Power of Brand and the Power of Product, Part 3"},"content":{"rendered":"

In the previous two parts (one<\/a> and two<\/a>) I described a model of product adoption and market share that could be built with a single survey question.\u00a0\u00a0 I applied this model to the open source productivity suites OpenOffice and LibreOffice, looking at adoption in September 2012 and April 2013.<\/p>\n

The results were described in detail in the previous<\/a> article in this series, but can be summarized as:<\/p>\n\n\n\n\n\n\n\n
\u00a0OpenOffice<\/td>\nSeptember 2012<\/td>\nApril 2013<\/td>\nChange<\/td>\n<\/tr>\n
Customer Awareness<\/td>\n24.3%<\/td>\n27.6%<\/td>\n14% growth<\/td>\n<\/tr>\n
Customer Motivation<\/td>\n63.0%<\/td>\n65.9%<\/td>\n5% growth<\/td>\n<\/tr>\n
Customer Satisfaction<\/td>\n70.6%<\/td>\n68.7%<\/td>\n3% decline<\/td>\n<\/tr>\n
Market Share<\/td>\n10.8%<\/td>\n12.5%<\/td>\n16% growth<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n



\nSix months have now passed and it is worth taking another look to see how things have evolved.\u00a0 As I did previously, I used Google\u2019s\u00a0 Consumer Survey<\/a> service which uses sampling and post-stratification weighting to match the target population, which in this case was the US internet population.\u00a0 In other words, the survey is weighted to reflect the population demographics, for age, sex, region of the country, urban versus rural,\u00a0 income, etc.\u00a0\u00a0 I did this survey in a personal capacity for my own interest.\u00a0 The Standard Disclaimer<\/a> applies.<\/p>\n\n\n\n\n\n\n\n
OpenOffice (N=1519)<\/td>\nSeptember 2012<\/td>\nApril 2013<\/td>\nSeptember 2013<\/td>\nChange (September to September)<\/td>\n<\/tr>\n
Customer Awareness<\/td>\n24.3%<\/td>\n27.6%<\/td>\n30.7%<\/td>\n26% growth<\/td>\n<\/tr>\n
Customer Motivation<\/td>\n63.0%<\/td>\n65.9%<\/td>\n67.4%<\/td>\n7% growth<\/td>\n<\/tr>\n
Customer Satisfaction<\/td>\n70.6%<\/td>\n68.7%<\/td>\n77.8%<\/td>\n10% growth<\/td>\n<\/tr>\n
Market Share<\/td>\n10.8%<\/td>\n12.5%<\/td>\n16.1%<\/td>\n49% growth<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n



\nSo what do we see?\u00a0 Very nice results, indeed.\u00a0 The OpenOffice brand is strong and growing.\u00a0 Over 30% of consumers surveyed had heard of it.\u00a0 Of those who had heard of it, 67% had given it a try.\u00a0 That number is changed little.\u00a0 This is an opportunity for Apache OpenOffice marketing volunteers to improve both of these numbers.\u00a0 Of those who tried OpenOffice almost 78% continued to use OpenOffice.\u00a0 This is a modest increase, but there is certainly room to improve here.\u00a0\u00a0 Put it altogether, and the estimated user share, the percentage of US internet users who use OpenOffice “sometimes” or “regularly” is 16.1%, nearly a 50% improvement year-over-year.<\/p>\n

In any case, to summarize and to illustrate the improvements graphically, I’ve charted the growth in user share over the three surveys, including results for LibreOffice as well:<\/p>\n

\"use-survey-sept-2013\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

In the previous two parts (one and two) I described a model of product adoption and market share that could be built with a single survey question.\u00a0\u00a0 I applied this model to the open source productivity suites OpenOffice and LibreOffice, looking at adoption in September 2012 and April 2013. The results were described in detail […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[211,214,64,22],"tags":[],"class_list":{"0":"post-2278","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-apache","7":"category-marketing","8":"category-open-source","9":"category-openoffice","10":"entry"},"_links":{"self":[{"href":"https:\/\/www.robweir.com\/blog\/wp-json\/wp\/v2\/posts\/2278","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.robweir.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.robweir.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.robweir.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.robweir.com\/blog\/wp-json\/wp\/v2\/comments?post=2278"}],"version-history":[{"count":8,"href":"https:\/\/www.robweir.com\/blog\/wp-json\/wp\/v2\/posts\/2278\/revisions"}],"predecessor-version":[{"id":2287,"href":"https:\/\/www.robweir.com\/blog\/wp-json\/wp\/v2\/posts\/2278\/revisions\/2287"}],"wp:attachment":[{"href":"https:\/\/www.robweir.com\/blog\/wp-json\/wp\/v2\/media?parent=2278"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.robweir.com\/blog\/wp-json\/wp\/v2\/categories?post=2278"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.robweir.com\/blog\/wp-json\/wp\/v2\/tags?post=2278"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}