| Category | |
|---|---|
| Awareness | 85.0% |
| Popularity | 32.0% |
| Ownership | 14.0% |
| Loyalty | 73.0% |
| Buzz | 39.0% |
Smartphone brands
Google Pixel brand profile in the U.S.
85 percent of smartphone owners in the United States are familiar with Google Pixel. Launched for the first time in 2016, the brand is popular among 32 percent of consumers in the U.S. who know the brand.
While Google Pixel is equally well-known among consumers from different generations, it's especially popular among the Millennials and Gen Z.
Brand KPI profile
Brand ownership share leaves much to be desired for Google Pixel
Google Pixel has an 85% brand awareness score among U.S. internet users aged 18–64. Nearly one in three consumers familiar with the brand say they like Google Pixel, while 14% currently own one. The brand’s loyalty score is 73% among current owners.
Generations
Consumers know Pixel, but buying it is another thing
Millennials represent the largest share of Google Pixel’s audience across the measured brand KPIs. They account for 37% of people aware of Google Pixel, 44% of those who say they like the brand, and 42% of current Pixel owners. Gen Z makes up more than one-third of Google Pixel owners and nearly one-third of its loyal users.
| Category | Total | Gen Z | Millennials / Generation Y | Generation X (Baby Bust) | Baby Boomer |
|---|---|---|---|---|---|
| Awareness | 85.0% | 85.0% | 87.0% | 82.0% | 79.0% |
| Popularity | 32.0% | 32.0% | 37.0% | 27.0% | 24.0% |
| Ownership | 14.0% | 18.0% | 15.0% | 10.0% | 5.0% |
| Loyalty | 73.0% | 67.0% | 75.0% | 77.0% | 75.0% |
| Buzz | 39.0% | 39.0% | 42.0% | 36.0% | 33.0% |
Life values
Pixel owners in are all about adventure
Adventure is the most prominent life value among Google Pixel owners, selected by half of this audience. Health and career are also frequently named priorities, while friendships has greater relevance for Pixel owners than for the overall smartphone audience.
| Category | Total | Google Pixel |
|---|---|---|
| Career | 46.0% | 39.0% |
| Health | 45.0% | 43.0% |
| Adventure | 41.0% | 50.0% |
| Freedom/independence | 36.0% | 33.0% |
| Friendships | 33.0% | 20.0% |
| Faith/spirituality | 31.0% | 36.0% |
| Love/romance | 25.0% | 24.0% |
| Family | 16.0% | 23.0% |
| Making money | 14.0% | 13.0% |
| Personal growth | 12.0% | 20.0% |
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