| Category | |
|---|---|
| Awareness | 84.0% |
| Popularity | 24.0% |
| Ownership | 9.0% |
| Loyalty | 6.0% |
| Buzz | 31.0% |
Smartphone brands
Google Pixel brand profile in the U.S.
80 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 24 percent of smartphone owners in the U.S.
While Google Pixel is equally well-known among consumers from different generations, it's especially popular among the Millennial target audience.
Brand KPI profile
Brand ownership share leaves much to be desired for Google Pixel
Over 80 percent of smartphone owners in the United States are familiar with Google Pixel. The smartphone brand has a popularity score of 24 percent, and around 31 percent of the respondents had noticed Google as a smartphone brand in the media, on social media, or in advertising over the past three months prior to our survey. However, there is room for improvement when it comes to ownership share, with only 9 percent of U.S. smartphone owners using a Pixel.
Generations
Consumers know Pixel, but buying it is another thing
Despite showing solid brand awareness when it comes to Google Pixel, Baby Boomer smartphone users fall short of their younger counterparts in all other brand KPIs, especially in brand ownership. The situation is different with the younger generations in our survey. Around 84 percent of Gen Z respondents are familiar with Google Pixel, and 14 percent own one, while the brand's social buzz with Millennials stands out significantly.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 84.0% | 84.0% | 86.0% | 81.0% | 86.0% |
| Popularity | 24.0% | 25.0% | 25.0% | 22.0% | 16.0% |
| Ownership | 9.0% | 14.0% | 9.0% | 6.0% | 4.0% |
| Loyalty | 6.0% | 9.0% | 5.0% | 4.0% | 3.0% |
| Buzz | 31.0% | 33.0% | 36.0% | 26.0% | 23.0% |
Life values
Pixel owners in are all about personal success
Having personal success is the most significant life aspect for Google Pixel owners in the United States, followed by a happy relationship, and an respectable life. The situation is very different, however, for non-owners of Pixel smartphones. Around 36 percent of them value safety and security as one of the three most important life aspects and making their own decisions is more important to them than it is to pixel users.
Published January 8, 2025
| Category | Total | Google Pixel owner | Non-owner |
|---|---|---|---|
| An honest and respectable life | 46.0% | 39.0% | 47.0% |
| A happy relationship | 45.0% | 43.0% | 45.0% |
| To be successful | 41.0% | 50.0% | 40.0% |
| Safety and security | 36.0% | 33.0% | 36.0% |
| Making my own decisions | 33.0% | 20.0% | 35.0% |
| Having a good time | 31.0% | 36.0% | 31.0% |
| Learning new things | 25.0% | 24.0% | 25.0% |
| Advancing my career | 16.0% | 23.0% | 15.0% |
| Traditions | 14.0% | 13.0% | 15.0% |
| Social justice | 12.0% | 20.0% | 12.0% |
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