COMPARATIVE ANALYSIS OF SMARTPHONE PREFERENCE AMONG NIGERIAN UNIVERSITY STUDENTS

The study comparatively analysed university students’ preference for smartphone brands based on demographic profiles such as gender, age, and usage experience. The study also established whether a significant difference exists in students’ preference for three selected brands of smartphones. The study employed a cross-sectional research design. The study population comprised undergraduate students in a Federal government-owned university in Edo State, Nigeria. The administration and retrieval of the questionnaire used for the study were done electronically via Google Form which was voluntarily filled and submitted by the students. A total of three hundred and ninety (390) responses were received after two weeks of the exercise. Data collected were descriptively analysed using frequency counts and percentages while inferential statistics such as t-test and analysis of variance (ANOVA) were conducted to establish the influence of the different demographic profiles on the students’ preference for smartphone brands. The study found that students’ gender, age and usage experience did not significantly influence their preference for a smartphone. It was also found that Apple and Samsung brands were preferred to Tecno by most of the students. The study concluded that demographic profiles such as gender, age and user experience should not serve as the basis for smartphone manufacturers to differentiate their products but they should sustain and possibly improve their products’ durability, camera quality, long-lasting battery and impressive aesthetic appearance among others.