Apple iPhone 5 Anticipation Growing: Survey

By Nathan Eddy  |  Print this article Print

According to the survey, 35 percent of consumers plan to purchase the latest Apple iPhone upon its release.

Anticipation in the consumer electronics world is soaring for the launch of Apple's iPhone 5, which is rumored to be hitting store shelves this fall. PriceGrabber, a part of Experian, released the results of its iPhone 5 survey, revealing that 35 percent of consumers plan to purchase the latest iPhone upon its release.

Of these respondents, 51 percent indicated that they would buy the smartphone within the first year of release, 30 percent would purchase it before the end of 2011, 14 percent would buy it within the first month and 7 percent would buy it within the first week. Conducted from July 1–11, 2011, the survey includes responses from 2,852 U.S. online consumers.

When it comes to the new features shoppers deem most important in their decision to purchase the iPhone 5, practicality seems to reign. When respondents were asked to select new iPhone 5 features most important when considering a purchase, 59 percent indicated a better battery life, and 55 percent are looking for cost reduction. Forty-six percent said 4G network compatibility was important to them, 45 percent are hoping for a larger screen, and 42 percent would like an improved camera.

"Our survey data confirms the strong following Apple has built around its iPhone, with more than one-third of consumers planning to upgrade to the latest model only a little over a year following the release of the iPhone 4," said Graham Jones, general manager of PriceGrabber. "Anticipation and brand loyalty are certainly high, but in today's 24/7 work culture and uncertain economic environment, consumers are cautious to look for a reasonably priced phone that will perform optimally over an extended time period."

Even in our largely virtual world, the thrill of shopping in a real brick-and-mortar store has not died. PriceGrabber's survey data found that 36 percent of consumers said they use their smartphone for shopping. When these respondents were asked to select all the ways in which they use their smartphones for shopping, 48 percent said they compare prices online when shopping in a store; 35 percent use it to scan product bar codes to find the best price; 29 percent use localization features to find nearby products; and 28 percent like to receive coupons, deals and alerts while on the go.

When asked how often they make shopping-related purchases on their phone, 22 percent of respondents said a couple of times a month, 16 percent said a few times a year, and 12 percent said one or more times per week.

"Mobile shopping has truly emerged as a trend among savvy consumers, and what positions it for long-term success is the fact that consumers can use their smartphones as an enhancement to the shopping they already do in brick-and-mortar stores," said Jones. "Analysis of our survey data shows that shoppers are not just sitting behind a computer doing their shopping from home; they are engaging with and leveraging the technology of their smartphones to take advantage of what their local retailers have to offer, which is certainly a promising prospect for the Main Street economy."