Post on 13-Apr-2017
Appleconsumer survey
MARCH 2016
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Branding Brand | Apple Consumer Survey 02
RESPONDENTS
1,041SMARTPHONE OWNERS
iPhone onlyONLINE SHOPPERS
U.S. onlyDATE
February 21
about the surveyBranding Brand conducted a survey to learn customer perceptions of some of the new products Apple plans to release in early spring, including a 4-inch iPhone and Apple Watch accessories.
how often do you purchase items online?
Branding Brand | Apple Consumer Survey 03
Over half of iPhone owners said they shop at least 1-3 times per month.
13%1-3 times per week
36%1-3 times per year
51%1-3 times per month
what kind of smartphone do you own?
Branding Brand | Apple Consumer Survey 04
57% of iPhone owners surveyed currently own an iPhone 6, 6s, 6 Plus, or 6s Plus.
22%35%35%8%
iPhone 4s or older
iPhone 5, 5s, 5c iPhone 6, 6s iPhone 6 Plus, 6s Plus
100%60% 80%40%20%0%
what other smartphones have you owned?
Branding Brand | Apple Consumer Survey*Percentages may not add up to 100% due to respondents previously owning several types of smartphones. 05
Nearly half of iPhone owners surveyed have always owned an iPhone.
Android BlackBerry Windows OtherAlways owned an iPhone
46%
35%
19%
7% 3%
would you trade in your current device for the new 4-inch iPhone?
Branding Brand | Spring 2016 Apple Consumer Survey 06
Only 22% of iPhone owners would trade in their current devices for the new 4-inch iPhone.
22%said they would trade in their current device
78%said they would not trade in their current device
Branding Brand | Apple Consumer Survey 07
92% of current iPhone owners don't own a smartwatch.
4%said they own an Apple Watch
92%said they don't own a smartwatch
4%said they own a smartwatch other than an Apple Watch
100%60% 80%40%20%0%
what kind of smartwatch do you own?
what are your favorite Apple Watch features?
Branding Brand | Apple Consumer Survey*Percentages may not add up to 100% due to respondents listing more than one feature. 08
54% of Apple Watch owners listed communication apps (i.e., email, messages, and calls) as their favorite smartwatch feature.
Email/Messages Calls Calendar MusicFitness
41%
35%
19%7% 6%
40%Fitbit
7%Motorola
5%Pebble
5%Misfit
9%Other
14%Sony
26%Samsung
what other brand of smartwatchdo you own?
Branding Brand | Apple Consumer Survey 09
Based on iPhone owners who have a smartwatch other than the Apple Watch, 40% currently own a Fitbit.
*Percentages may not add up to 100% due to respondents owning more than one type of smartwatch.
what would convince you to purchase an Apple Watch?
Branding Brand | Apple Consumer Survey
53% of iPhone owners who don't own a smartwatch said nothing would convince them to purchase an Apple Watch. Of those that are interested in the Apple Watch, 39% said they would consider purchasing one if the cost was lower.
*Percentages may not add up to 100% due to respondents listing more than one preference.
53%
39%
16%
15%
14%
12%
Nothing
Lower cost
More features or functionality
Variety of styles
Longer lasting battery
Better apps
10
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