Microsoft Corporation (NASDAQ:MSFT)’s Windows 8, Windows Phone and Surface tablet might not be as popular as Apple Inc. (NASDAQ:AAPL)’s gadgets. While Windows 8 and Surface tablets turned out to be duds, Apple sold record iPhones during the December quarter. But the software giant resonates more with men compared to the iPhone maker. According to a study conducted by Annalect, 80% of boomers and 65% of millennials said Microsoft was their favorite brand. However, the Windows OS maker fell behind Nike Inc (NYSE:NKE) when it comes to Gen-Xers. Among Gen-Xers, Nike ranked No.1 with 67% while Microsoft came in at a close second as it resonates with 65% people.

Why Microsoft scored so well

Annalect’s survey was conducted in November 2013, and involved 1,509 men. Apple Inc. (NASDAQ:AAPL) was not really far behind as it was ranked third for millennials and Gen-Xers, and fifth for boomers. Annalect’s director of primary research, Pamela Marsh, believes that Microsoft Corporation (NASDAQ:MSFT) resonates well due to the launch of the wildly successful Xbox One. In fact, the release of the Microsoft’s gaming console coincided with the survey’s timing. So, there are speculations that the device might have influenced the results. Nielsen figures suggest that Microsoft Corporation (NASDAQ:MSFT) outspent every other brand in the list during October and November, primarily to promote its gaming console.

Microsoft Apple

Men more involved in buying electronic products

Annalect didn’t perform any survey on women’s brand preferences. Instead, the study looked into men’s involvement in household purchasing decisions. Men seem to be getting more involved in purchasing decisions. But they are confined to only certain categories.

Men Purchase decision

Annalect found that men are more involved in purchasing electronic devices, financial services and alcoholic beverages. But they have the least say while buying children’s apparel and accessories, jewelries, pet supplies and household products. Only 22% of men made independent decisions while buying children’s apparel.

Microsoft Corporation (NASDAQ:MSFT) shares were up 0.41% to $36.95 in pre-market trading Tuesday. The stock has gained 33% over the past 12 months.