Cisco viewed as boring but trustworthy by consumers

Cisco has high ambitions in the consumer space, but it has a ways to go before its brand rolls off the tongue as quickly as Sony and Microsoft among tech-savvy buyers. According to ABI Research's recent poll of 1,001 tech-savvy adults, virtually all respondents said they were familiar with Sony and Microsoft, out of a total of 14 technology brands, but adults were less familiar with Cisco, Cox and Comcast. However, Cisco scored high (60% of respondents) in the positive perceptions stakes, according to ABI. It's not clear whether the consumers included Linksys in their judgment of Cisco.

Other interesting nuggets from the research:

* 16% perceived Cisco to be a trusted brand, compared to the leader Sony (30%).

* 12% of respondents said Cisco produced quality products/services (Sony scored the most with 22%).

* 13% said Cisco had cutting-edge technology, compared to leaders Intel (20%), Apple (19%), Microsoft (15%), and Sony (14%).

* Cisco is considered 'cool/trendy' by 5% of respondents, trailing behind leader Apple (22%).

* Finally, Cox (11%) narrowly beat Cisco (10%) with the perception of being boring. 

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