Current iPhone users rate increased battery life (70%) and fast charging technology (47%) as top features
50 per cent of existing UK iPhone users say they want the new Apple iPhone X according to a consumer survey conducted immediately after news of the product was released last night (12.09.17). A further 39% want “to find out more first”. “This represents a resoundingly successful launch”, said Guy Potter, Head of Research at MaruUsurv.
Amongst current Samsung owners the picture painted is not so rosy 14 per cent say they want to upgrade to the iPhone X (though this is more than double when compared to the iPhone 5S launch) when it becomes available in the UK. Encouragingly 48% say they want to find out more first. Guy Potter went on to say “whether this is enough to change to landscape of the UK smartphone market remains to be seen, but it is interesting that after a few hours the results for the new iPhone are so strong”.
The results were particularly strong amongst younger consumers, showing the brand is still a force to be reckoned with amongst 18-24. Whether the iPhone X can capture both ends of the market remains a key test, but this early poll suggests that this might not be the case with younger consumers 3 times as likely to want to upgrade as older consumers.
Cost has often been touted as a barrier to owning an iPhone and with the cost of the iPhone X set to break into 4 figures in the UK, this needs to be considered. Two thirds (65%) of Samsung owners say that in the past they have been put off an iPhone because of the cost.
The features, a key part of any iPhone launch resonated with consumers to differing degrees. The top three features amongst current iPhone owners were; increased battery life (70%), wireless charging (57%) and fast charging technology (52%).
Amongst Samsung owners, the top three features were comparable; increased battery life (66%), fast charging technology (47%) and wireless charging (45%). “Get these right and the iPhone X could start gaining extra traction in the smartphone arena”.
The level of interest in the iPhone X feature set was high with only 14% claiming to find nothing appealing.
Guy Potter, research director at MaruUsurv, said:
“The appetite for a high end smartphone is not waning at all, if anything, consumers are more wedded than ever to the idea of owning the latest state of the art phone, with as advanced features as possible.”
Participants were asked:
1) Which of the following brands of Smartphone do you consider your main phone?
| All Respondents | |
| 1000 | |
| % | |
| Apple iPhone | 38 |
| Samsung Galaxy | 28 |
| Nokia | 4 |
| HTC | 3 |
| Blackberry | 1 |
| Motorola | 5 |
2) Thinking about your current main mobile phone, how likely are you to get the same brand of mobile phone when you next change your phone?
| Apple iPhone | Samsung Galaxy | |
| Sample Size | 381 | 282 |
| % | % | |
| Very likely | 67 | 42 |
| Fairly likely | 23 | 34 |
| Neither likely nor unlikely | 6 | 20 |
| Fairly unlikely | 3 | 2 |
| Very unlikely | 1 | 2 |
3) The Apple iPhone X has just been launched. Which of the following features do you find appealing?
| Apple iPhone | Samsung Galaxy | |
| Sample Size | 381 | 282 |
| % | % | |
| The Facial ID recognition system | 35 | 23 |
| Wireless charging | 57 | 45 |
| Augmented reality and virtual reality | 18 | 11 |
| An OLED screen with better colour resolution | 30 | 23 |
| The Edge to edge screen | 34 | 23 |
| Fast charging technology | 52 | 47 |
| Increased battery life | 70 | 66 |
| A louder speaker | 24 | 17 |
| Improved camera | 49 | 42 |
| None of them appeal to me | 3 | 17 |
4) Do you want to upgrade to the iPhone X?
| Apple iPhone | Samsung Galaxy | |
| Sample Size | 381 | 282 |
| % | % | |
| Yes | 50 | 14 |
| No | 12 | 48 |
| I would want to find out more first | 39 | 38 |
5) Have you ever wanted an iPhone but been put off because it has been too expensive?
| Apple iPhone | Samsung Galaxy | |
| Sample Size | 381 | 282 |
| % | % | |
| Yes | 56 | 65 |
| No | 44 | 35 |
-Ends-
About MaruUsurv
MaruUsurv is an internet company which has developed a self-service online survey platform that delivers the fastest, most cost effective method of running short online surveys. Initially available in the UK, it has opened up the market for this kind of quantitative research by making it accessible to small businesses for the first time, as well as providing a more efficient, faster solution to traditionally heavy users of research such as major brands, marketers and PRs.
The company’s key differentiators include its easy-to-use, real time approach to asking survey questions across a network of affiliate partner sites and its high survey completion rate. These factors enable MaruUsurv to deliver meaningful results in close to real time (as little as one hour for 1000 responses) at a fraction of the price of traditional offerings, without sacrificing quality.
The company was established in the UK in January 2012 by a team that includes successful online entrepreneur, Martin Bysh, and experienced market research director, Guy Potter. It was acquired in January 2017 and is now part of the Maru Group.
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Uday Radia +44 (0)7940 584161/ [email protected]
Chris Measures +44 (0)7976 535147/ [email protected]
Source: RealWire
