College student BlackBerry versus Apple users: a qualitative‐comparative analysis

The present study provides an analysis of college student BlackBerry and Apple users from three previously published qualitative research articles. The results were compared in order to show the contrasts, as well as some similarities, between students who use divergent PDA devices. In particular, we note five key differences that seem to demarcate the two groups, based on the qualitative interviews they shared regarding technology use. The differences became evident in the domains of motivation for purchase and continued use, desired outcomes from technology, brand loyalty, group connectedness, and social perceptions. Overall, the BlackBerry users described themselves mostly in utilitarian terms and Apple users framed their perceptions in light of valued cool/artistic elements. The results are discussed with respect to social psychology dynamics, the effects of advertising on consumers, and brand loyalty impacts.