By Todd Wasserman
Men don’t think there’s anything soft about Microsoft, according to a new survey that finds the software brand resonates more with men than Apple does.
The survey, based on 1,509 interviews in November 2013 conducted by Annalect, found that Microsoft held that title among men Boomer men and Millennial men, and was No. 2 (behind Nike) for male Gen-Xers:
Apple wasn’t far behind, except among Boomer men, who rated Apple No. 5 in terms of resonance. Pamela Marsh, director of primary research and insights for Annalect, speculated that marketing buildup for Microsoft’s Xbox One launch, which took place during the survey, may have influenced the results. “We found that in October and November, Microsoft outspent all the other brands listed,” she said. Marsh was citing Nielsen figures estimating advertising spending.