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Apple Consumer Survey: September 2016

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Half of 1,000 iPhone users say they will trade up to the next iPhone, which is expected to go on sale following Apple Inc.’s Special Event on September 7.

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Apple Consumer Survey: September 2016

  1. 1. Apple consumer survey SEPTEMBER 2016
  2. 2. about the survey From August 26-28, 2016, Branding Brand surveyed 1,000 iPhone customers ages 18-65 to understand their excitement around the new products Apple is expected to release in September, including the next-generation iPhone (possibly called the iPhone 7) and Apple Watch. To learn more about our methodology, contact press@brandingbrand.com. what you'll learn Going into September 2016, the percentage of consumers willing to trade in for the next iPhone jumped to 51%, up from 22% in March. Consumers are warming up to the idea of buying an Apple Watch. WHO'S EXCITED ABOUT APPLE'S NEXT LAUNCH? From March to August 2016, there was a small shift by customers from iPhone 5, 5s, and 5c to newer generations. Only 4% bought the new iPhone SE, launched in March 2016. ARE PEOPLE HESITANT TO UPGRADE SMARTPHONES? iPhone customers aren't happy about the removed headphone jack. 39% of those interested in Apple Watch won’t buy unless the cost goes down. WHAT DO APPLE CUSTOMERS WANT FROM THEIR DEVICES? 01Apple Consumer Survey: September 2016Branding Brand
  3. 3. 02Apple Consumer Survey: September 2016Branding Brand 28% iPhone 4s or older iPhone 5, 5s, 5c iPhone 6, 6s iPhone 6 Plus, 6s Plus iPhone SE 8% 39% 21% 4% Apple consumer survey 60% of iPhone owners currently own an iPhone 6 generation phone. WHAT KIND OF iPHONE DO YOU CURRENTLY OWN?
  4. 4. Apple consumer survey iPhone customers are on the fence about buying the next iPhone. WOULD YOU TRADE IN YOUR CURRENT IPHONE FOR THE NEWEST iPHONE? 03Apple Consumer Survey: September 2016Branding Brand Yes No 51% 49%
  5. 5. Apple consumer survey iPhone customers are not excited about the removed headphone jack. WHICH POTENTIAL NEW iPHONE FEATURE ARE YOU MOST INTERESTED IN? 04Apple Consumer Survey: September 2016Branding Brand 49%Dual cameras for sharper photos 12%Removed headphone jack, second speaker 21%iOS 10 18%Pressure-sensitive home button
  6. 6. Apple consumer survey 11% own an Apple Watch in August. DO YOU OWN AN APPLE WATCH? 05Apple Consumer Survey: September 2016Branding Brand Yes No 11% 89%
  7. 7. Apple consumer survey 83% of iPhone owners won’t buy the next Apple Watch. DO YOU PLAN TO BUY THE NEXT APPLE WATCH RELEASE? 06Apple Consumer Survey: September 2016Branding Brand Yes 17% No 83%
  8. 8. Apple consumer survey Most consumers won't buy the Apple Watch unless the cost goes down. WHAT WOULD MAKE YOU WANT TO BUY AN APPLE WATCH? 07Apple Consumer Survey: September 2016Branding Brand Better apps 3% Longer lasting battery 7% Variety of styles 6% More features or functionality 11% Lower cost 39% Nothing 33% Other 1%
  9. 9. about Branding Brand Apple Consumer Survey: September 2016Branding Brand Branding Brand is the retail industry's largest mobile commerce platform, powering shopping experiences for over 200 enterprise brands. In addition to being named a Gartner “Cool Vendor” of apps, the Company was also named a 2016 Forrester Wave Leader in “Mobile Commerce and Engagement Platforms.” Visit blog.brandingbrand.com for more consumer behavior trends. brandingbrand.com blog.brandingbrand.com @brandingbrand 08

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