By Ken Y-N ( November 3, 2012 at 01:08)
· Filed under Lifestyle, Mobile, Polls
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Macromill Research recently published a survey into Apple’s iPhone5, concentrating on existing iPhone users, but also featuring additional numbers from non-iPhone users who were thinking about buying said iPhone5.
Demographics
Over the 11th and 12th of October 2012 500 iPhone-using members of the Macromill monitor group completed a private internet-based questionnaire. 57.6% of the sample were male and 42.4% were female, and rather than age groups, their history of iPhone use was given. 45.2% had used an iPhone for less than a year, 25.4% had used one for over a year but less than two, and 29.4% had used one for two years or more. In addition, another 196 non-iPhone users who were looking at buying the iPhone5 also completed a similar internet-based questionnaire over the same period.
There’s quite stunning loyalty figures in many of the tables below! For me the biggest eye-opener was the older iPhones having one in five satisfied, yet not one single Android user reported being so.
Research results
Q1: Do you plan to buy the iPhone5? (Sample size=500)
| |
Already bought
(to SQs) |
Already reserved
(to SQs) |
Soon to reserve
(to SQs) |
Will buy sometime
(to SQs) |
No current plan to buy |
All
N=500 |
10.4% |
4.0% |
9.6% |
31.4% |
44.6% |
Male
N=288 |
14.6% |
5.6% |
8.7% |
34.0% |
37.2% |
Female
N=212 |
4.7% |
1.9% |
10.8% |
27.8% |
54.7% |
1st year user
N=226 |
9.3% |
1.8% |
3.1% |
25.2% |
60.6% |
2nd year user
N=127 |
5.5% |
0.8% |
15.0% |
49.6% |
29.1% |
3rd or more year user
N=147 |
16.3% |
10.2% |
15.0% |
25.2% |
33.3% |
Q1SQ1: When did you decide to buy the iPhone5? (Sample size=277)
| |
Regardless of spec, once I heard it announced |
When design, functions, etc were annouced I decided |
When it went on sale and I heard the news, etc I decided |
All
N=277 |
24.2% |
50.5% |
25.3% |
Male
N=181 |
27.6% |
50.3% |
22.1% |
Female
N=96 |
17.7% |
51.0% |
31.3% |
Reference
Non-iPhone users
N=196 |
6.1% |
38.8% |
55.1% |
Q1SQ2: What is/was important when deciding to buy the iPhone5? (Sample size=277, multiple answer)
| |
Important |
Somewhat important |
Not really important |
Not important at all |
| Fast connection speed |
61.0% |
32.5% |
5.1% |
1.4% |
| Battery life |
52.7% |
40.1% |
4.7% |
2.5% |
| Usability |
51.6% |
40.4% |
7.2% |
0.7% |
| Handset shape, size |
40.4% |
47.7% |
10.8% |
1.1% |
| Screen size |
37.5% |
50.2% |
11.2% |
1.1% |
| Display crispness |
42.2% |
44.4% |
12.6% |
0.7% |
| Handset price |
42.6% |
44.0% |
11.9% |
1.4% |
| Touch panel responsiveness |
48.0% |
37.9% |
13.0% |
1.1% |
| Design |
36.1% |
49.5% |
12.6% |
1.8% |
| Camera features |
35.0% |
47.7% |
15.5% |
1.8% |
| Handset weight |
32.9% |
48.0% |
17.% |
1.8% |
| Sound quality |
31.0% |
44.8% |
21.3% |
2.9% |
| Map functionality |
30.3% |
41.2% |
23.5% |
5.1% |
| Rich set of apps |
24.5% |
43.0% |
28.5% |
4.0% |
| Tethering functions |
31.0% |
33.9% |
27.8% |
7.2% |
| Video functions |
18.8% |
43.0% |
32.9% |
5.4% |
| Graphics performance |
22.7% |
33.9% |
34.3% |
9.0% |
| iCloud |
13.4% |
40.8% |
40.1% |
5.8% |
| Built-in applications |
15.9% |
38.3% |
40.4% |
5.4% |
| Siri |
15.2% |
38.3% |
37.9% |
8.7% |
Q1SQ3: What colour of iPhone5 do you want, did you buy? (Sample size=277)
| |
Black and slate |
White and silver |
Don’t know, not bothered |
All
N=277 |
43.3% |
41.5% |
15.2% |
Male
N=181 |
50.8% |
34.8% |
14.4% |
Female
N=96 |
29.2% |
54.2% |
16.7% |
Looking at the further breakdown, over half of those in their twenties wanted or had it in black, versus just three in ten of the 50 and over crowd. 37.1% of the first year iPhone users wanted it in black, while 51.0% of those with three or more years under their belt wanted black.
Q2: How well do you know the following iPhone5 features? (Sample size=500, multiple answer)
| |
Know it well |
Know a little |
Don’t know |
| 18% thinner, 20% lighter than the iPhone4S |
61.0% |
30.0% |
9.0% |
| 4 inch retina display |
57.2% |
27.8% |
15.0% |
| High-speed LTE cellular support |
57.0% |
28.0% |
15.0% |
| iCloud |
47.4% |
29.0% |
23.6% |
| Siri |
48.8% |
27.0% |
24.2% |
| Panorama photo function |
43.2% |
28.0% |
28.8% |
| Tethering function |
45.0% |
22.8% |
32.2% |
| Performance and graphics are up to twice as fast |
31.8% |
34.4% |
33.8% |
| Maps have interactive 3D flyover function |
27.8% |
29.6% |
42.6% |
| Comfortable fit EarPod headphones |
27.8% |
26.4% |
45.8% |
Q3: How attractive do you find the following iPhone5 features? (Sample size=500, multiple answer)
| |
Attractive |
A little attractive |
Not really attractive |
Not attractive |
| High-speed LTE cellular support |
54.0% |
35.4% |
9.0% |
1.6% |
| 18% thinner, 20% lighter than the iPhone4S |
45.4% |
41.0% |
11.2% |
2.4% |
| 4 inch retina display |
42.4% |
43.8% |
11.4% |
2.4% |
| Performance and graphics are up to twice as fast |
48.8% |
37.0% |
12.2% |
2.0% |
| Tethering function |
29.2% |
37.4% |
37.0% |
6.4% |
| Comfortable fit EarPod headphones |
19.0% |
41.8% |
32.6% |
6.6% |
| Panorama photo function |
16.0% |
43.8% |
32.4% |
7.8% |
| iCloud |
15.8% |
43.4% |
34.6% |
6.2% |
| Siri |
18.6% |
38.6% |
35.0% |
7.8% |
| Maps have interactive 3D flyover function |
13.0% |
38.0% |
38.6% |
10.4% |
By comparison, the non-iPhone users found all of these features slightly more attractive than the existing users above.
Q4: Do you have expectations for further future iPhone models? (Sample size=500+196)
| |
Very expectant |
Somewhat expectant |
Not really expectant |
Not expectant at all |
All
N=500 |
52.8% |
42.2% |
4.8% |
0.2% |
1st year user
N=226 |
45.6% |
49.1% |
5.3% |
0.0% |
2nd year user
N=127 |
55.1% |
38.6% |
6.3% |
0.0% |
3rd or more year user
N=147 |
1.9% |
34.7% |
2.7% |
0.7% |
Reference
Non-iPhone users
N=196 |
34.2% |
60.2% |
5.6% |
0.0% |
Q5: What functions do you want to see, expect to see in future iPhones? (Sample size=500, multiple answer)
| Electronic payment functions (NFC) |
13.8% |
| Infrared transmission |
13.2% |
| One Seg digital television |
11.0% |
| Better battery life |
9.0% |
| Better maps |
7.0% |
| Waterproofing |
5.8% |
Q6: What other Apple products do you have? (Sample size=500+196, multiple answer)
| |
iPod |
iPad |
Mac |
None |
All
N=500 |
37.0% |
21.8% |
17.6% |
43.4% |
Male
N=288 |
36.1% |
27.4% |
20.8% |
40.3% |
Female
N=212 |
38.2% |
14.2% |
13.2% |
47.6% |
1st year user
N=226 |
32.3% |
16.4% |
13.7% |
52.7% |
2nd year user
N=127 |
43.3% |
15.0% |
15.7% |
39.4% |
3rd or more year user
N=147 |
38.8% |
36.1% |
25.2% |
32.7% |
Reference
Non-iPhone users
N=196 |
27.0% |
10.2% |
6.1% |
64.3% |
Q7: How well do the follow terms fit your image of Apple products? (Sample size=500, multiple answer)
| |
Very much so |
So to some degree |
Not really so |
Not at all so |
| Advanced |
57.2% |
39.0% |
3.4% |
0.4% |
| Good sense |
50.2% |
45.8% |
3.4% |
0.6% |
| Good design |
55.8% |
39.4% |
4.0% |
0.8% |
| Leading-edge |
52.4% |
42.6% |
5.0% |
0.0% |
| Polished |
49.6% |
44.6% |
5.2% |
0.6% |
| Innovative |
47.8% |
46.0% |
5.8% |
0.4% |
| Technical strength |
46.2% |
47.6% |
5.8% |
0.4% |
| Simple |
53.0% |
40.6% |
5.6% |
0.8% |
| Elegant |
52.2% |
41.4% |
6.0% |
0.4% |
| High quality |
34.8% |
56.8% |
7.6 |
0.8% |
| Trustworthy |
36.6% |
54.0% |
8.6% |
0.8% |
| High-spec |
39.6% |
50.8% |
8.8% |
0.8% |
| Never grow tired of |
39.0% |
50.8% |
9.6% |
0.6% |
| Cool |
40.0% |
49.0% |
9.8% |
1.2% |
| Rich functionality |
38.4% |
49.2% |
11.6% |
0.8% |
| Can grow close to |
37.4% |
49.6% |
12.0% |
1.0% |
| Individualistic |
46.0% |
40.4% |
12.6% |
1.0% |
| High-class |
34.2% |
51.2% |
13.8% |
0.8% |
| Easy to use |
39.2% |
44.8% |
13.2% |
2.8% |
| Difficult to break |
12.4% |
48.6% |
29.6% |
9.4% |
Q8: How satisfied are you with each of the following features of the mobile phone you currently mostly use in your private life? (Sample size=500+196, multiple answer, figure is for “Satisfied”+”Somewhat satisfied”)
| |
iPhone5 users
N=52 |
Other iPhone users
N=448 |
Other smartphone users
N=48 |
Feature phone users
N=148 |
| Design |
100.0% |
96.9% |
91.7% |
87.2% |
| Crispness of display |
100.0% |
95.3% |
83.3% |
63.5% |
| Handset shape, size |
94.2% |
92.2% |
93.8% |
83.8% |
| Rich set of apps |
94.2% |
91.3% |
68.8% |
– |
| Screen size |
94.2% |
87.5% |
89.6% |
65.5% |
| Camera functions |
92.3% |
86.6% |
66.7% |
62.8% |
| Usability |
94.2% |
83.9% |
58.3% |
70.3% |
| Sound quality |
92.3% |
83.9% |
83.3% |
60.1% |
| Video functions |
86.5% |
84.2% |
72.9% |
40.5% |
| Smoothness of graphics |
923% |
82.6% |
47.9% |
48.0% |
| Built-in applications |
80.8% |
83.9% |
60.4% |
– |
| Touch-panel responsiveness |
96.2% |
79.9% |
45.8% |
– |
| Weight |
98.1% |
69.0% |
75.0% |
70.9% |
| Map functions |
40.4% |
73.2% |
79.2% |
36.5% |
| Data transmission speed |
96.2% |
59.8% |
50.0% |
58.1% |
| Handset price |
69.2% |
58.7% |
60.4% |
65.5% |
| Battery life |
53.8% |
30.8% |
22.9% |
55.4% |
| One Seg TV |
– |
– |
62.5% |
60.8% |
Q9: Overall, how satisfied are you with the mobile phone you currently mostly use in your private life? (Sample size=500+196)
| |
Satisfied |
Somewhat satisfied |
A little dissatisfied |
Dissatisfied |
iPhone5 users
N=52 |
36.5% |
63.5% |
0.0% |
0.0% |
Other iPhone users
N=448 |
19.6% |
73.4% |
6.3% |
0.7% |
Other smartphone users
N=48 |
0.0% |
62.5% |
29.2% |
8.3% |
Feature phone users
N=148 |
4.7% |
62.8% |
27.0% |
5.4% |
Q10: Would you want to use an old smartphone trade-in service? (Sample size=500)
| Yes, regardless of trade-in price |
50.4% |
| Yes, depending on trade-in price (to SQ) |
33.0% |
| No, not at all |
16.6% |
Q10SQ: At how much of a trade-in price would you want to use such a service? (Sample size=165)
| 5,000 yen or less |
11.6% |
| 5,001 to 10,000 yen |
26.2% |
| 10,001 to 20,000 yen |
35.4% |
| 20,001 to 30,000 yen |
18.3% |
| 30,001 to 40,000 yen |
6.1% |
| 40,001 to 50,000 yen |
2.4% |
Read more on: iphone5,
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