Majority of iPhone users plan to upgrade to iPhone5

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iPhone users, do you plan to buy the iPhone5? graph of japanese statisticsMacromill 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%
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