In a recent Temkin Group report, we examined the Innovation Equity Quotient (IEQ) for 50 large brands. IEQ looks at the percentage of consumers that are likely to try something new from a company. Within the study, there are five consumer-facing high-tech companies (we didn’t include IBM and Intel, for instance, because they don’t tend to sell directly to consumers).
Since innovation is such a cornerstone to high-tech companies, I decided to take a closer look at those companies. Here’s a look at the IEQ for those firms along with data showing difference across age groups.
Google has the highest IEQ, which isn’t surprising since many consumers see Google as a provider of free offerings. More surprising, however, is that Microsoft’s IEQ outpaces Apple’s IEQ. This data bodes well for Google and Microsoft getting mind share for their new products.
High-tech IEQ is clearly skewed to younger audiences, especially for Apple and Google.
The bottom line: High-tech companies need customers to want their new products