writes "Microsoft is getting hip again, according to a Reuters/Ipsos poll, but Google with Android still the coolest kid in school, Apple doing great as well. The polling organization asked the US's finest 18 and 29-year-olds what the coolest tech brands are, allowing them to give a 'thumb up' for brands they liked. Interestingly, for the first time in a long while around half answered Microsoft. The opinion was that Microsoft is cooler now than it was a year or two ago. 'It's more customizable, and not as rigid as an Apple phone, where you have to buy all the products from Apple. If you want a ringtone, you don't have to pay iTunes. I know Apple is the cool, hip brand right now, but if Microsoft keeps coming out with new tech I'm sure it'll be back soon.', Josh Johnson, a 24-year-old media arts student at the University of South Carolina commented. Although 'coolness' remains, at best, an amorphous concept, consumer perceptions are pivotal in determining the longevity of products, particularly in the fast-moving consumer electronics industry. The survey 'definitely shows that Microsoft's efforts are paying off, but we'll have to see how cool translates into customers,' said Gartner analyst Michael Gartenberg."