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CHIP reader choice: the most popular brands 2019/2020


More than 12. 00 0 CHIP readers choose the manufacturer of the year

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What are your favorite brands of the year? We have asked you this question in the last few months – and more than 12. 00 0 of you gave your vote. Thank you for that! This is a broad basis for the award of 12 Manufacturers of the year in 14 categories from smartphone to household appliances.

That was your choice

In addition to the price, for many buyers the brand or brand image is an important factor when making a purchase decision. Brand influence varies depending on the product type and target group, but it is always important. For around 40 Percentage of all cell phone buyers, for example, the brand plays a greater role than the price, at least with PC hardware for good 26 percent of interested parties not the price in the foreground but the manufacturer of a product (source: Statista ).


How successful large companies are in building their brands is shown by the annual CHIP reader choice, which is also this time about 12. 00 0 readers participated, to be precise we were able to 12. 0 16 Evaluate questionnaires. We were particularly pleased about the increasing participation of readers who with almost 25 percent are represented – compared to previous years, this share has more than doubled.



And now to the top 5 in the 14 Product categories:

Smartphones: Samsung in front – Apple is in sight

In the competition for the most popular mobile phone brand, Samsung slightly lost ground compared to last year – and still leaves with an approval of just over 50 percent of the competition so clearly behind that they are hardly visible. As with Samsung itself, not much is happening in the remaining top 5 places. The providers are the same as last year, the order has not changed fundamentally. The most noticeable change is still Apple by: The approval in the potential customers grows by around half 14, 7 percent, so Apple has Huawei replaced in the role of the “toughest” Samsung chaser – Samsung himself can probably still see that calmly.

But maybe not: In the smartphone area it is particularly clear that a good brand image cannot be easily converted into sales and market shares. This is not entirely surprising. High-quality models from Samsung and Apple, which occupy top positions in cell phone leaderboards, as with CHIP , will of course be admired. If it comes to a specific purchase decision, many users still choose less glamorous, but cheaper models from the midfield.

CHIP reader choice: approval for smartphone manufacturers (Top 5)

Rank Manufacturer Category Most important criterion Approval To the provider

1

Samsung

smartphones

battery life

50, 3 percent

More info

2

Apple

smartphones

battery life

14 , 7 percent

More info

3

Huawei

smartphones

battery life

12, 3 percent

More info

4

Xiaomi

smartphones

battery life

4.2 percent

More info

5

Sony

smartphones

battery life

2.3 percent

More info
Samsung invests a lot in the development and presentation of technically advanced models – like the current 5G cell phone here. That pays off with good image values. Picture: Samsung / CHIP

Digital cameras – less is more

In times of increasingly complex cell phone cameras, the number of consumers who buy a digital camera is shrinking continuously. This applies above all to inexpensive cameras; mid-range and high-class cameras continue to find buyers. In ten years the price per camera sold in Germany has increased to 450 euros more than doubled, sales of expensive SLR and system cameras has increased in the past five Years stabilized against the general trend (Source: Statista ). And since image and brand awareness play a particularly important role in all high-quality goods, it is interesting to look at the results of our readers' choice in the camera market.

Because of the continuity: in the top 5 are the same providers as last year – Canon , Leica , Nikon , Sony , Panasonic , And how 2019 Canon is again clearly ahead this time: 28, 4 percent of those surveyed chose Canon as the camera brand of the year. At this level, the result is typical of CHIP. In other surveys, Canon is also at the top, but is nowhere near as dominant as the CHIP readership, which is still very interested in technology. From the other providers, Sony can with 17, 5 percent approval in second place is best asserted, the remaining three achieve respectable double-digit values. The Happy Few dominate the view of the consumer, all others only lead a niche existence in the perception of the photo friends.

CHIP reader choice: approval for digital camera manufacturers (Top 5)

Rank Manufacturer Category Most important criterion Approval To the provider

1

Canon

Digital cameras

Picture quality

28, 4 percent

More info

2

Sony

Digital cameras

Picture quality

17, 5 percent

More info

3

Nikon

Digital cameras

Picture quality

16, 2 percent

More info

4

Leica

Digital cameras

Picture quality

14, 7 percent

More info

5

Panasonic

Digital cameras

Picture quality

10, 1 percent

More info
In the digital camera market, high-priced models are becoming increasingly important for manufacturers. The Sony EOS series with cameras in the four-digit euro range is an example of this. Picture: Canon / CHIP

TVs – Samsung dominates the appearance of the market

A television set is certainly one of the most common consumer electronics devices in the home. Almost everyone has one, and around a third of German households have two or more. With such an ordinary item, one might assume that brand awareness lags far behind price awareness and cheap brands such as TCL or JVC are valued. In fact, the CHIP readers have an unusually clear preference for other candidates here: Good 41 Name percent Samsung as their favorite TV brand. Although this is a clear downturn compared to last year, it is still a very comfortable lead over the competition: Only far behind follow with eleven to 13 percent LG , Sony and Panasonic . Philips with 8.5 percent it still makes it very safely into the top 10. This at least reflects exactly the range of brands that is actually available in German living rooms. The desire to buy and the reality of it do not diverge as much with TVs as with smartphones, for example. This is independent of the equipment and price level of the devices.

Not surprisingly, the image quality is at the top of the evaluation criteria of the potential buyers, 78, 5 percent state this as an important criterion. The price-performance ratio can be found around 54 percent important – the second classic. In addition, SmartTV and connection options are very popular. The sound quality plays a minor role in comparison, only 38 percent of the survey participants consider it important. This is a little surprising, after all, many users also use the TV as a music source thanks to Smart TV functionality.

CHIP reader choice: approval for TV manufacturers (Top 5)

Rank Manufacturer Category Most important criterion Approval To the provider

1

Samsung

TV sets

Picture quality

41, 4 percent

More info

2

LG

TV sets

Picture quality

13, 3 Percent

More info

3

Sony

TV sets

Picture quality

11, 7 percent

More info

4

Panasonic

TV sets

Picture quality

11, 6 percent

More info

5

Philips

TV sets

Picture quality

8.5 percent

More info
Samsung offers a wide range of consumer electronics products and pays particular attention to linking different media and sources, for example through SmartTV. Picture: Samsung / CHIP

Notebooks – a favorite is missing

In almost all product categories in which we asked for favorite brands, our readers have more or less clear favorites. An example of this is the Samsung image in the previous section on television sets. Not so with notebook manufacturers: All providers in the top 5 are pretty much on the same level. The distance in the reader favor between the brand leader Acer and Apple in 5th place is just 3.4 percent. Dell in 6th place – no longer listed in this overview – is still somewhat in touch with 8.4 percent, everyone else ends up in the race for reader favor. And readers hardly mention any alternatives to the notebook manufacturers we offer.

The answers to the question of the most important features of a mobile computer are similarly balanced: performance, display , Term and price are each good 50 Percentage of survey participants important when evaluating a notebook. Gaming suitability, for example, is far behind. Here the CHIP readers are very consistent – a gaming laptop can hardly be cheap.

CHIP reader choice: approval for notebook manufacturers (Top 5)

Rank Manufacturer Category Most important criterion Approval To the provider

1

Acer

notebooks

Price-performance ratio

14 93 percent

More info

2

Lenovo

notebooks

Price-performance ratio

14, 87 percent

More info

3

HP

notebooks

Price-performance ratio

13, 66 percent

More info

4

Asus

notebooks

Price-performance ratio

13, 13 percent

More info

5

Apple

notebooks

Price-performance ratio

11 53 percent

More info
Models like Acer's Swift 3 stand out in the CHIP leaderboard with superclass services at moderate costs. This creates an above-average brand image. Picture: Acer / CHIP

Bluetooth audio equipment – a specialty for specialists

The manufacturers Bose and Devil stand for high-quality audio equipment that promises a strong sound experience. This image probably played a role in the question of the favorite brands of CHIP readers in the field of Bluetooth audio devices, i.e. wireless loudspeakers and headphones. In this manageable market, the sound specialists mentioned are clearly ahead in the opinion of our readers, Bose most clearly with 22, 2 percent consent among the survey participants. Although for both providers the core business is not in this area and they are here according to the results in the leaderboards for BT headphones and BT-boxes have serious competitors in terms of sound quality and other evaluation criteria.

Asked about the most important properties of sound sources With a Bluetooth connection, the readers' answer is extremely clear: The sound quality stands for 81, 6 percent in the first place. Just as understandable: battery life and comfort are also important criteria, even if they are astonishingly far apart.

CHIP reader choice: approval for manufacturers of Bluetooth audio devices (Top 5)

Rank Manufacturer Category Most important criterion Approval To the Providers

1

Evil

Bluetooth Audio

sound quality

22, 2 percent

More info

2

Devil

Bluetooth Audio

sound quality

18, 8 percent

More info

3

JBL

Bluetooth Audio

sound quality

13, 8 percent

More info

4

Sennheiser

Bluetooth Audio

sound quality

12, 1 percent

More info

5

Sony

Bluetooth Audio

sound quality

9.5 percent

More info
Sound equipment always has to satisfy a lifestyle need. Bose obviously does it pretty well with peppy outfits. Image: Bose / CHIP

Action cams – no one can get past GoPro

Action cameras are aimed at a young, mobile, enterprising clientele. And this clientele just can't get past a brand in this market – GoPro . Firstly, because in the minds of many interested parties, the brand is almost synonymous with the product class. And above all, there is a strong performance behind the strong image. In the Action cam leaderboard occupy three of the top 5 places for GoPro models of different price ranges. They score above all with their lavish equipment and excellent recording quality. All in all, it is not surprising that round 55 percent of survey participants for GoPro when it comes to choosing the most popular brands in terms of action cameras.

For a long time nothing comes after that and then basically only Sony with its sometimes very expensive models a chance to draw the attention of potential customers (approval 21, 4 percent). When asked about the most important properties of an action camera, the answer comes first: Image quality (61, 9 percent). The prospective customers expect a lot from the candidates despite the difficult circumstances in which the recordings are usually made. The second most common answer is: Robustness (56, 3 percent).

CHIP reader choice: Approval for manufacturers of action cameras (Top 5)

Rank Manufacturer Category Most important criterion Approval To the provider

1

GoPro

Action cameras

Picture quality

55, 7 percent

More info

2

Sony

Action cameras

Picture quality

21, 4 percent

More info

3

Garmin

Action cameras

Picture quality

12, 1 percent

More info

4

GoXtreme

Action cameras

Picture quality

4.9 percent

More info

5

DJI

Action cameras

Picture quality

3.0 percent

More info
GoPro models are considered robust cameras that produce high image quality. And they regularly prove this in the CHIP laboratory. Picture: GoPro / CHIP

Voice assistants – critical voices speak out

Whether “Alexa, what will the weather be like on the weekend?” or “Okay Google, how do I get home now?” – Language assistants are considered a fascinating thing. The participants in this year's CHIP readers' election seem to see this somewhat more critically: After all, almost 20 percent ignored the question or chose the option “Other” in the selection of possible favorite brands, but without specifying their own alternative. Instead, comments such as “none”, “don't want any” or “don't like” are found much more often than in other categories. So there is a certain skepticism here. We have calculated these and other votes from the result, since they cannot be assigned to any brand.

From the remaining ones 9847 votes will still result in a comparatively clear picture: Good 36 percent are attributable to Google Assistant as a favorite brand among voice assistants. This is probably due not least to the high prevalence of Android mobile devices; users tend to favor well-known brands. It looks very similar to Amazon Alexa from. The distance to the top brand is not very big, 36 The currently heavily advertised Alexa accounts for 8 percent of the votes. In addition, only plays Apple Siri with 14 , 8 percent played a significant role. Bixby from Samsung and Cortana from Microsoft addresses far fewer users.

CHIP reader choice: approval for voice assistants -Developer (Top 5)

Rank Manufacturer / product Category Most important criterion Approval To the provider

1

Google Assistant

language assistants

information search

36, 8 percent

More info

2

Amazon Alexa

language assistants

information search

33, 8 percent

More info

3

Apple Siri

language assistants

information search

14, 8 percent

More info

4

Samsung Bixby

language assistants

information search

7.8 percent

More info

5

MS Cortana

language assistants

information search

6.9 percent

More info
Smartphones from the Pixel series made the beginning, today the Google Assistant can be found on every current Android system – with a correspondingly growing market importance. Picture: CHIP

Fitness tracker – the user view of the essentials

Although we are mainly specialists on the market for fitness trackers Polar , Garmin or Fitbit products, also manages in this year's brand survey a generalist at the top of the popularity contest: Knapp 30 percent of the valid votes are due to Samsung . And that although Samsung for example in our Best list of fitness trackers is nowhere near as dominant as Fitbit or Garmin, whose devices occupy significantly more upper-class places.

And yet these two are not enough for the image values ​​of Samsung approach, reach after all with around 15 and 14 percent the two remaining positions on the podium. Achieve respect successes Polar and Xiaomi with 8.1 or 6.1 percent approval. Again, there were no major shifts compared to the previous year.

The evaluation of the question “What do you particularly appreciate about a fitness tracker?” Yielded a very interesting result. Right at the forefront of the reader’s favor are the two options pedometer and secondly heart rate monitor. With each clearly above 60 Percentage approval – the simplest standard functions are not only very conscious to users, they also particularly value them. All other options, including calorie counters, GPS or training goals, are named much less by the survey participants.

CHIP reader choice: approval for providers of fitness trackers (Top 5)

Rank Manufacturer Category Most important criterion Approval To the provider

1

Samsung

Fitness Tracker

pedometer

29, 6 percent

More info

2

Fitbit

Fitness Tracker

pedometer

17, 9 percent

More info

3

Garmin

Fitness Tracker

pedometer

16, 7 percent

More info

4

Polar

Fitness Tracker

pedometer

8.8 percent

More info

5

Xiaomi

Fitness Tracker

pedometer

6.1 percent

More info
Samsung trackers do not occupy top positions in the leaderboard, but are at the forefront of customer appreciation. Interesting design and a strong app selection may play a role here. Picture: Samsung / CHIP

Printers – no place for newcomers

For many users, printers are not exactly the focus of their interest. They don't have a big lifestyle factor, there are no sensational innovations – if you need a printer, you have one and good. However, the category still deserves attention: if you add the multifunction devices with a print and scan / copy unit, around 2.5 million devices are sold every year on the German consumer market alone, even if sales are falling slightly due to continuously crumbling prices ( Source: Statista ).

As far as customer appreciation is concerned, the printer market is proof of the often-mentioned brand loyalty of German users. Like last year, five big names draw – HP , Canon , Epson , Brother , Samsung – the survey participants' attention. In essence, this reflects the distribution of the global printer market – with one striking exception: in fifth place is not Kyocera, as one might expect from the market figures, but Samsung. The Koreans are hardly present on the printer market. The radiance of the brand is evident in areas where, according to the naked figures, the manufacturer does not play a major role.

You can find them in the top positions in our survey rankings the usual suspects: HP dominates the picture with around a third of the votes. Follow on the courses at a proper distance Canon , Epson , Brother and as mentioned Samsung . After that, practically nothing comes. Expressed in absolute numbers, the result is even clearer: HP combines 3. 768 votes on themselves, below In our list of 5, the votes per manufacturer are in the middle to lower three-digit range.

Unsurprisingly hold over 76 Percentage of respondents found print quality to be the most important criterion when evaluating a printer. The price consciousness of potential buyers is also very dominant in this product category: printing costs and the price-performance ratio play with around 56 percent plays an important role.

CHIP reader choice: Approval for printer manufacturers (Top 5)

Rank Manufacturer Category Most important criterion Approval To the provider

1

HP

Printer

print quality

32, 5 percent

More info

2

Canon

Printer

print quality

23, 4 percent

More info

3

Epson

Printer

print quality

15, 4 percent

More info

4

Brother

Printer

print quality

13, 3 percent

More info

5

Samsung

Printer

print quality

7.2 percent

More info
The Officejet models are among the prime horses from HP for the private mass market. The Pro model 8710 to the With good print quality, example offers an excellent price-performance ratio – an almost irresistible combination. Picture: HP / CHIP

Vacuum cleaner robot – the unknown household appliance

The sales figures for vacuum cleaner robots in Germany are developing comparatively cautiously. So the industry recorded for 2019 a sales increase of just about 2.4 percent, while sales of household appliances increased by almost 12 Percent increase (Source: Statista ). This reluctance on the part of the buyer also seems to be reflected in our reader survey: Of the 12. 0 16 Participants liked each other. 343 Not opt for one of the proposed brands and / or ignore the question of their favorite brand among vacuum cleaner robots – a wide field for the market ng the manufacturer.

Of the remaining voices went 22, 3 percent of Dyson . Compared to other categories of the CHIP survey, this is a below-average value for a first place in the top 5 – and actually an opportunity for the other market participants. It has hardly been used in the past year, and the situation at the top has not changed fundamentally. After all, something is in 5th place. Last year Xiaomi landed here, now AEG on his Position set, if only with just under 6 percent approval, after all: one of the few newcomers in the reader choice at all.

Most readers clicked in the selection of the important properties of a vacuum cleaner on cleaning success (76, 3 percent). Everything else is far behind, including the price-performance ratio, which is still 42 percent of participants named as an important property.

CHIP reader choice: approval for manufacturers of vacuum cleaner robots (Top 5)

Rank Manufacturer Category Most important criterion Approval To the provider

1

Dyson

Staubsaugroboter

Cleaning result

22, 3 percent

More info

2

Vorwerk

Staubsaugroboter

cleaning result

18, 7 percent

More info

3

iRobot

Staubsaugroboter

cleaning result

16, 7 percent

More info

4

Samsung

Staubsaugroboter

cleaning result

7.5 percent

More info

5

AEG

Staubsaugroboter

cleaning result

5.9 percent

More info
When it comes to the darlings among the brands, an appealing design always plays a role, and this is where Dyson sets standards in the industry. Picture: Dyson / CHIP

Prepaid tariffs – a question of money

When it comes to mobile phone tariffs with a prepaid option, cost control is clearly the decisive factor. This applies to the decision for this tariff model as well as for the choice of the specific provider. This explains why a quarter of German mobile phone users choose this concept. In our survey, this is expressed in the answers to the question about the important properties of a prepaid tariff. 80, 7 percent state cost control as the most important criterion. Otherwise, only the service of the providers was available (42, 6 percent approval) and the charging options (51,8th). The product prepaid tariff gives hardly any differentiation options for the provider.

The image of a brand is all the more important in such a case: So ALDI Talk – supported by the discounter image of the eponymous grocery chain – most of the valid votes in the category Draw prepaid on yourself (20, 4 percent approval). And that, although for example in the last CHIP test of the prepaid tariffs this provider did not perform well in all categories in terms of costs. The distances to the other providers in our evaluation are not very large, and even the bottom of the top 5 – O2 – can still do more than 10 percent of survey participants convince ugen.

CHIP reader choice: approval for providers of prepaid tariffs (Top 5)

Rank Manufacturer Category Most important criterion Approval To the provider

1

Aldi

Predpaid tariff

cost control

20, 4 percent

More info

2

Vodafone

Predpaid tariff

cost control

16, 0 percent

More info

3

Telekom

Predpaid tariff

cost control

15, 7 percent

More info

4

Congstar

Predpaid tariff

cost control

12, 0 percent

More info

5

O2

Predpaid tariff

cost control

10, 9 percent

More info
ALDI Talk offers a whole range of tariff options. So you have to deal with the topic a little to find the right option for yourself.

Kitchen machines – new in the competition

Kitchen appliances have also been a fixed topic at CHIP for years. For example, we test coffee machine and report in the category small electrical appliances via a variety of practical helpers from kitchen scales to knife sharpener . This year we asked for the first time in our reader selection about your favorite brands for kitchen machines, i.e.Thermomix & Co. Last time we asked about household appliances in general.

In this category the classic is not the winner. Thermomix manufacturer Vorwerk is in the reader favor with just under 15 percent approval only in third place – but at least. Instead, with a clear lead Bosch the top position with almost a quarter of the readers' votes, although Bosch does not yet have a long history as a kitchen machine manufacturer. In between is placed KitchenAid , unlike Bosch with a focus on kitchen technology, in second place – but with a proper distance to Bosch .

Attractive and powerful kitchen machines are usually not cheap, this may be the reason why most readers choose longevity when asked about important properties. For 67, 9 percent, two thirds, that is exactly what makes a food processor a worthwhile investment. The user requirements in terms of ease of use and variety of functions are at a similarly high level. Only then and this time with an unusually clear distance does the price-performance ratio follow (45, 2 percent approval).

CHIP reader choice: approval for kitchen machine manufacturers (Top 5)

Rank Manufacturer Category Most important criterion Approval To the provider

1

Bosch

food processor

Longevity

24, 4 percent

More info

2

KitchenAid

food processor

Longevity

16, 7 percent

More info

3

Vorwerk

food processor

Longevity

14, 5 percent

More info

4

Krups

food processor

Longevity

10, 1 percent

More info

5

Kenwood

food processor

Longevity

8.9 percent

More info
Kitchen appliances are becoming much more interesting thanks to a large number of accessories. Bosch also takes this to heart and convinces prospective buyers with mostly moderate prices. Picture: Bosch / CHIP

E-scooter – not yet in the middle of the CHIP readership

Many CHIP readers obviously find the question of their favorite e-scooter particularly difficult – too difficult for a usable answer. More than a third of the participants skipped this part of the survey, more than in any other category. In spite of the quite intensive media attention in the recent past, the topic of e-scooters has apparently not yet become the focus of the general public, at least not as a purchase option.

Of the remaining ones , valid 7. 532 votes, a large part is concentrated on the manufacturer BMW I agree 40, 7 percent of the votes vote for the best-known name from our list of suggestions with the important providers. In addition have Ninebot , Metz and the others don't stand a chance. Even the second-placed Xiaomi , who wants to convince customers with unusually cheap offers, does not cut a really good figure (14, 1 percent approval).

The opinion is more differentiated regarding the features that should distinguish a good electric scooter. Most important to the CHIP readers are the battery life and the driving characteristics with 63, 8 and 61, 7 percent. In addition, play with more than 20 Percent distance also price, acceleration and weight play an important role for most interested parties.

CHIP reader choice: approval for manufacturers of e-scooters (Top 5)

Rank Manufacturer Category Most important criterion Approval To the provider

1

BMW

e-Scooter

battery Laufze it

40, 7 percent

More info

2

Xiaomi

e-Scooter

battery life

14 , 1 percent

More info

3

Ninebot

e-Scooter

battery life

13, 2 percent

More info

4

Metz

e-Scooter

battery life

7.5 percent

More info

5

SIXT

e-Scooter

battery life

7.3 percent

More info
Whether it's a car or a two-wheeler with a lot of horsepower – the BMW brand evokes ideas of high quality combined with performance, which obviously also applies to the range of e-scooters under this label. Picture: BMW / CHIP

Gaming hardware – pragmatic and playful

At the end of this year's brand selection, we started another attempt and asked for the first time about the brand preferences of our readers when buying gaming hardware , This includes keyboards and mice, which should inspire the gaming community in terms of functionality and often also design. Special gamer notebooks or game-relevant PC components also belong here. The CHIP readers are very focused on the topic, more precisely double-focused: Because the vast majority focus on only two providers: At the top of our top 5 ranking is Logitech with approximately 32 percent approval, and about 22 Percentage of voters choose Razer – once again the provider with the greater specialization has the N achsehen. The other market participants, however, are much stronger, aside from the aforementioned, nobody plays a major role, at least not in the favor of CHIP readers. Creative still performs best, but remains under the 10 – (percent mark *.

The purchase decisions in this hardware segment are on the one hand pragmatic sch: Functionality and performance are by far the two most important factors for our readers. Each round 60 Percent of them share this opinion. On the other hand, design aspects play an unusually large role. After all 31, 3 percent of those surveyed consider the appearance of their game utensils to be important. For comparison: the proportion of those interested in design is just about 12 percent off.

CHIP reader choice: approval for manufacturers of gaming hardware (Top 5)

Rank Manufacturer Category Most important criterion Approval To the provider

1

Logitech

Gaming hardware

functionality

32, 7 percent

More info

2

Razer

Gaming hardware

functionality

22, 2 percent

More info

3

Creative

Gaming hardware

functionality

9.5 percent

More info

4

Asus ROG

Gaming hardware

functionality

7.2 percent

More info

5

Corsair

Gaming hardware

functionality

5.9 percent

More info
The extravagant gamer mice from Logitech are classics in the gaming hardware segment, and they have a correspondingly high level of familiarity. Picture: Logitech / CHIP

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