Software : Desktop OS

Desktop OS market being dominated by Windows, and Windows 7 being the latest
OS from MS, let's see how well has it fared this year for the coveted award. XP
has emerged as the winner, this time again. Amongst our respondents, XP enjoyed
the highest current ownership, highest top of mind recall, and even the highest
loyalty relative to other OS brands. Windows Vista was at the second position in
top of mind recall amongst our survey respondents. Whereas, though on a relative
scale, it was Windows 7 that enjoyed a 100% of other brand owners shifting on to
it. For open source advocates, it would be a disappointment as none of the Linux
variants garnered sufficient votes amongst our respondents for us to pass any
judgment.

Users' Choice Club 2010

The advent of Windows 7 strikes out RedHat Linux off the elite club this time.

Future Brand Preference Reasons

Brand & reliability of product are the two reasons why current users have chosen Win XP.

Analysis of current and future brand preference gives us insight that brand
name and reliability of the product are two main reasons why current users have
chosen Windows XP and Vista as their current desktop OS. Moving towards industry
verticals that we covered in our survey this time, it was Windows XP that led
the way across all the industries. Whereas, the new entrant Windows 7 has
already way ahead of Vista in industries like discrete manufacturing, IT/ITeS,
healthcare, process manufacturing and services.

Brand Loyalty 2010 vs 2009

Within first year of its release Win 7 has been able to make such a user perception that it has 100% brand loyalty.

Of the brands that made it to User's Choice club 2010, when we asked the
participants about brand loyalty for their current brand we found Windows 7
enjoys the highest brand loyalty amongst its existing owners at 100%. This was
followed by Windows XP with 75% brand loyalty. 21% of respondents were not sure
which OS to shift to and 4% have already decided to make a switch towards
Windows 7. Meanwhile for Vista, the brand loyalty was 53%, with 26% respondents
deciding to move to Windows 7 and remaining 21% being unsure. Whatever be the
case here, it's Microsoft who gains because it owns all three of these brands!