According to BrandIndex CategoryView data iPhones are the handsets most likely to be purchased by consumers planning to purchase a handset in the next six months (Chart 1).
Apple’s long awaited 5S and 5C are slated for their press debut on September 10th – although it is not clear whether both models will be featured at the event. Despite the lack of concrete pre-release data the handsets have been buoyed up by the raft of pre-release coverage and tech chatter.
Chart 1: Most likely brand for new phone, respondent expects to purchase in next 6 months by Survey Quarter
Since the release of the iPhone 5 last year, it has become the model of choice among those expecting to purchase a handset in the next 6 months, however in Q3 2013 (calendar) 34% of iPhone users were still using the 4S and 27% were using an iPhone 5 (Chart 2).
Chart 2: Current Apple Handset By Survey Quarter
Chart 3: iPhone New Model Update: share of total iPhone market, full months after launch
Analysis of the two most recent prior releases of the iPhone, reveals that iPhone 5 adoption has been slower than iPhone 4 adoption (Chart 3). Going forward BrandIndex will be tracking adoption of the new iPhone handsets.
BrandIndex CategoryView, interviews hundreds of people every day and asks questions such as product ownership, average spending, purchase intent and more to provide investors and marketers the data and insights they need to predict changes in revenue, profitability, and market share.
