Stong iPhone 5 consumer demand will make Apple’s Next Financial Quarter ‘EPIC’, ListenLogic analyzed over 6 million conversations in social media over a 30 day period.

1. Apple iPhone 5 Consumer
Demand Study
BIG DATA ANALYTICS
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ANALYSIS OF ONLINE CONVERSATIONS FROM 1/1/11 THROUGH 7/31/12!
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San Jose | www.listenlogic.com
Proprietary & Confidential!
© 2012 ListenLogic LLC!

2. Apple iPhone 5 Consumer Demand – Overview
Introduction:
While not yet released, the online conversations regarding the iPhone 5 have reached a rate of over
200,000 per day. Whether new-to-iPhone or an existing user, consumers discuss purchase intentions,
share suggestions for upgrading, and provide their thoughts on the rumored new features. Analyzing last
year's pre-release conversations regarding the iPhone4S against this year's conversation regarding the
iPhone5, the online discussions reveal that intent to purchase increased by nearly 50% and within these
conversations, brand is referenced with more frequency and importance than an single new feature or
attribute.
Methodology:
The study analyzed 6 million social media conversations devoted to discussing consumer intent to
purchase a smart phone between July 1, 2012 and July 31, 2012. In addition, two other groups of
conversations were analyzed: 1 million consumers discussions occurring January through July 2011
regarding the iPhone 4S prior to its release, and the second, 1 million conversations occurring January
through July 2012 regarding the iPhone 5. The two groups were then compared to identify differences in
purchase intent, drivers, and brand loyalty. Using publicly available conversations, greater than 50,000
sources were analyzed, ranging from microblogs sites to iPhone-specific forums.
© 2012 ListenLogic LLC! 1

3. Apple iPhone 5 Consumer Demand – Overview
Key Findings:
• 73% of pertinent online conversations reference purchasing the iPhone 5, compared to
58% for the iPhone 4S in 2011.
• 76% of the “intent-to-purchase” social conversations reference brand rather than any
single, specific attribute of the iPhone 5.
• Of the 17% who did reference a phone feature, screen size, a widely discussed “must
have,” ranked second with just over 5 percent overall. It was battery life (7% overall) that
topped the list. Speed was third (5% overall).
• 82% who intend to purchase are current iPhone owners.
• 29% of those people who intend to purchase plan to hand their "old" phones and service
contracts down to their kids, significant others, friends or within their business.
© 2012 ListenLogic LLC! 2