Hard Disk Drives

A hard drive is no longer the small mundane box that sits inside your PC
only. Today, you'll find hard drives in various form factors, and addressing a
wide variety of applications. There are HDDs for portable storage, IP
surveillance, small personal NAS boxes, and much more. It's a booming market
with only a handful of manufacturers to cater to it. Of these, Seagate tops the
charts with the highest future readiness index, making it the Users' Choice for
this year. It doesn't however enjoy a huge lead over runner up Hitachi, which
has a future readiness index of 86. Western Digital is a distant third at 34%.
Samsung still managed to stay in the club, though you hardly find its hard
drives in the market.

Hitachi was the most persuasive brand with more users likely to buy it than
the number of users who recalled it on top of their minds. Western Digital was
next most persuasive, behind by 26% on a relative scale. In brand pull Western
Digital is ahead of the pack, followed by Hitachi. As Seagate has the highest
user share, we found more users switching out of the brand than switching in. It
does however, enjoy higher brand loyalty, at 48%.

Western Digital had the lowest brand loyalty at 33%, and a whopping 39% of
its current saying that they're likely to switch to competing brands. Hitachi
had 36% brand loyalty and 30% users likely to shift to competing brands.