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

The Blackberry Image: Self-identified Perceptions and Motivations Associated with College Student BlackBerry Use

We report the results of a qualitative research study conducted with university students regarding their phenomenological perspectives of BlackBerry use. Three key themes inductively emerged throughout the interview and analysis process regarding self-perceptions college students reported regarding their own BlackBerry use. First, students offered practical motivations that influenced their decisions to purchase and use BlackBerrys, including the relatively convenient and instant access to email and Internet that BlackBerry offers. Second, all students in our study intentionally compared and contrasted their own BlackBerrys with competing Apple products on the market, specifically the iPhone. In comparison with the iPhone, BlackBerry users in our sample viewed their own phones as only moderately ‘cool’ or prestigious. Additionally, BlackBerry users also seemed to view their phones as less technologically advanced than iPhone technology. Third, students reported particular images they associated with BlackBerry use. These included both a financial ‘stigma’ as well as that of a ‘business person’ stereotype