The European Technology Brand Scorecard 2007

Forrester surveyed European online consumers about their use, future use, and trust of 27 technology brands, including PC, consumer electronics, and mobile phone brands. We have evaluated brands based on consumers' trust, the potential of the brand, and the level of brand adoption. As a whole, mobile phone brands score better than PC brands; Nokia and Sony top the list, while Bose scores high on trust and Microsoft leads in brand adoption. The detailed profiles of regular, aspiring, and at-risk users uncover ways and opportunities for market researchers to advise their companies on how best to reach new buyers and reassure existing ones.